CBS shoots the NCAA to YouTube

Posted by Mark Raby

San Bruno (CA) - Bringing March Madness to the online video forefront, CBS today announced a new advertising partnership with Pontiac to bring NCAA game highlights to YouTube.

Though CBS already has an official channel on YouTube, today it unveiled a new channel, under the username "cbsncaatourney".  Game clips and highlights will be uploaded "in near real time" according to a press release.

"This year, CBS Sports and YouTube will expand on the success of March Madness on Demand reaching sports fans everywhere, on all levels across all media, making the fan the real winner as we enter this Tournament," said CBS News and Sports president Sean McManus.

To monetize the move, CBS has struck a specific advertising deal with Pontiac.  Vido ads from the car maker will appear in the YouTube clips and in addition, Pontiac's name will appear in connection with the channel's features.

Clips will include press conferences, game highlights, and original programming from CBS Sports.  Additionally, CBS will use the channel to add more interaction with viewers, by letting them vote on their favorite "game changing performances".

CBS uploaded 36 videos to coincide with the launch of the new YouTube channel, including this perfect three-pointer from Davidson guard Stephen Curry.