CBS Showcases “Outernet” Strategy for 06/07 Season

BURBANK, July 18: CBS is gearing up for its 2006/07 season
with its new “Outernet” strategy aimed at finding off-screen means to promote
its new slate of shows.

In unveiling the initiative, CBS said that it was planning
on rolling out “intrusive ways to reach viewers through exclusive partnerships
that expose CBS to consumers outside their homes, during their daily routine or
while traveling.”

The initiative includes an expanded programming and promotional
agreement with American Airlines. The new deal allows CBS to continue providing
exclusive in-flight entertainment to over 30,000 flights per month. The deal
has been expanded to include ad sales and product integration. In addition, the
new CBS shows The Class and Shark will be available on AA flights this September
through Eye on American original
programming. The shows will be introduced in-flight prior to their television
debut by pilot Terry Deitz, a former Survivor contestant.

Former contestants of The Amazing Race, meanwhile, the Aldrich family, are traveling
cross-country this summer in an Amazing Race themed motor home sponsored by CBS. The family will
give out promotional material about the show's new time period.

In addition, “CBS Eye on Royal Caribbean" original
programming and promotional clips will be available on all Royal Caribbean
cruise ships. CBS has also partnered with SignStorey Inc. to produce original
branded CBS content and fall previews beginning in June 2006 in over 1,200
supermarkets nationwide. The network is also planning to distribute first-class
postage stamps featuring the its prime-time stars and new shows. The CBS brand
will also featured on water coolers in Duane Reade and Rite Aid stores in New
York and Los Angeles.