CBS′s SURVIVOR FINALE and SURVIVOR REUNION to Be Offered for Free to Select Comcast Digital Cable Customers Through General Motors Sponsorship
Comcast and CBS today announced an innovative sponsorship with General Motors Corp. that will make SURVIVOR FINALE and SURVIVOR REUNION available for no additional charge to Comcast ON DEMAND customers in selected markets, marking the first time an advertiser has fully sponsored primetime broadcast on-demand programming.
Both SURVIVOR FINALE and SURVIVOR REUNION will be available on Comcast′s ON DEMAND service in CBS owned-and-operated markets beginning Monday morning, May 15, the day after their original broadcasts on the CBS television network. These programs, which usually would be available on demand for 99 cents per title, will be offered at no additional charge to Comcast Digital Cable customers in Baltimore, Chicago, Detroit and Philadelphia through August 31.
In these four major markets, SURVIVOR FINALE and SURVIVOR REUNION VOD programs will feature only three brief commercial messages: one before the show begins, one at the midpoint and one at the conclusion. Those commercials will be targeted spots directing viewers to the GM Showroom, which can be accessed through Comcast′s ON DEMAND menu by selecting "Searchlight" and then choosing the "Automotive" category.
"Comcast is changing the way people watch TV with VOD, and now we′re offering advertisers new ways to reach very targeted and engaged audiences," said Charlie Thurston, President of Comcast Spotlight. "As the VOD business model continues to evolve, we are committed to developing VOD as an ad- supported platform that offers unique marketing opportunities for our clients and free content for our subscribers."
Comcast Searchlight is an advertiser-supported ON DEMAND destination where customers can find information on a variety of products and services. The GM Showroom provides long-form videos with detailed information and demonstrations of various GM vehicles.
"We at GM are excited about this new opportunity to help bring CBS programming to its loyal fans through Comcast ON DEMAND for free," said Betsy Lazar, executive director, media and advertising operations for GM. "GM has a long history with Survivor, and this move will strengthen our relationship with them and at the same time, provide us with a new way to encourage SURVIVOR viewers to visit us in the GM Showcase as ON DEMAND users."
"Technology continues to allow us to partner with our clients in new and exciting ways," said Jo Ann Ross, President, Sales, CBS Television Network. "We are pleased that through this GM sponsorship we are able to expand our partnership with Comcast to offer free VOD content to their subscribers in these markets."
The announcement is the next step in the CBS-Comcast partnership, which launched earlier this year and marked the first time a broadcast network offered its primetime programming on a cable provider′s VOD platform. As part of that agreement, CBS owned-and-operated television stations (including the top 7 US markets) now offer episodes of CSI: CRIME SCENE INVESTIGATION, NCIS, SURVIVOR and THE AMAZING RACE on Comcast ON DEMAND for 99 cents per title. Customers can view available episodes anytime they want for up to 24 hours from the time they order them.