CBS Interactive announced that it is partnering with leading community-building websites and social application providers to add greater user functionality to the CBS Audience Network. The announcement includes deals with new companies as well as expanded relationships with existing CBS Audience Network partners. Through these online properties and social application providers, users can easily incorporate CBS clips into their profiles, websites, blogs, widgets, wikis, and community pages. This enables them to discover and personalize CBS content and to use it to communicate with others. At the same time, CBS gains promotional value online while learning about its audience.

“Today, we are taking the CBS Audience Network directly to the user,” said Quincy Smith, President, CBS Interactive. “In launching the CBS Audience Network we solidified our position as the most widely distributed professional content provider on the Web thanks to our great video distribution partners. We now want to empower our audience to be creative and deepen their experience with our content by allowing them to share and embed CBS-provided clips to their blogs, wikis, widgets, community sites and whatever else gets thrown our way. We are delighted to have so many quality partners — established and start ups — helping to bring CBS content to the online community.”

New online partners adding increased functionality to CBS Audience Network include: Automattic, Clearspring, DAVE Networks, Goowy Media, Meebo, MeeVee, MuseStorm, Ning, RockYou!, Slide, VideoEgg, Voxant, and vSocial.

The online partners that currently make up the syndication side of the CBS Audience Network, as announced last month, include AOL, Microsoft, CNET Networks, Comcast, Joost, Bebo, Brightcove, Netvibes, Sling Media and Veoh. CBS also has distribution deals with Amazon, Apple and Yahoo, among others.

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