Online CBS arm nabs Ferreira

Exec oversaw March Madness on Demand

Joe Ferreira was named general manager of the CBS Audience Network, an online syndication service that is being built to distribute video to sites like AOL, MSN and Comcast.

Ferreira is a 10-year veteran at the Eye most recently at CBS Sportsline.com, where as VP of programming he oversaw March Madness on Demand, the network’s online streaming of the NCAA basketball tournament.

CBS’ audience network is the company’s play to distribute entertainment, news and sports across multiple sites including Joost, Bebo and Brightcove, among others. Each service has a different audience and will get content tailored to the environment.

Based in Fort Lauderdale, Ferreira will commute between Florida, New York and Los Angeles as he pulls together CBS content for the service, which is free to the consumer and ad-supported.

“Entertainment initially will be the driving factor,” he said. “But we will be bringing all the assets at CBS into the network” including “The Evening News with Katie Couric,” content from CSTV, and segments from CBS Sports.

CBS’ network has 24 online partners reaching 90% of the online audience. CBS’ network will compete with the as-yet unnamed joint venture from News Corp. and NBC U, which will including a destination Web site.

That joint venture is being managed by NBC U digital chief George Kliavkoff until a permanent CEO is named.

Also Thursday CBS appointed Heather Moosnick, an 8-year CBS Interactive veteran, to become VP of business development for the audience network.

Prior to joining CBS Sportsline.com, Ferreira was director of broadcasting research at the NFL.

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