The countdown clock to “Selection Sunday” is ticking down, bringing us closer to the second go round for ad-supported March Madness on Demand—broadband for college basketball gluttons. Last year, MMOD turned out to be a success for CBS in part, because expectations were well managed and traffic snarls were kept to a minimum by limiting access. This year, CBS wants more of everything, especially more ad money, although the coverage still is limited to 56 games in total and 37 games for most due to local blackout rules. Once the tournament hits the upper brackets, no live streaming. The online event is produced by CBS Sportsline. A few changes are being touted by the network: a 50 percent increase in the size of the video player to 480 x 360 pixels; live radio broadcasts of the first 56 games via Westwood One; a live half-time show. Dell and Marriott Courtyard are sponsors.
We’ll have more on this (I have to justify my addiction somehow) but for now a few details from ClickZ:
—Video feed capacity has been doubled through deals with Content Data Networks and Akamai; the bit rate has been improved.
—The site expects to deliver more impressions so has raised rates.
—MMOD will have its own ads, not those from the network broadcasts. That will add incremental revenue.
—The National Association of Intercollegiate Athletics (NAIA) has a deal with XOS Technologies to stream its Division I and Division II tournaments (men and women) through College Sports Direct 120 games will be available as part of a combo sub/ad-supported package. CBS is one of the advertisers. The tourney pass is $24.95; individual games are $7.95.
Related:
—CBS SportsLine’s NCAA March Madness On Demand II Opens For Business
—Earnings: CBS CEO: More Digital Investments Coming