Comcast Signs CBS and 17 Cable Networks to 'On Demand Online'

Yesterday Comcast announced that HBO and Cinemax programming would be joining its On Demand Online trial to be held over the course of this summer. While these are great additions, details remained sketchy about what other networks would join, if any. Today the cable operator has put speculations to rest announcing 17 more cable networks, from Rainbow Media, Scripps, AETN, MGM Impact, and BBC, and arguably their biggest partner yet, CBS.

"CBS is very supportive of initiatives that help extend our content to new platforms in such a way that we gain new audiences and additional value for our advertisers," said Quincy Smith, chief executive officer, CBS Interactive. "In addition, CBS’s strategy has always been about open, non-exclusive distribution of our content in a consumer friendly way, which is a core tenant of TV Everywhere and On Demand Online."

CBS is one of the four major broadcast networks in the US so the deal is an important one for the On Demand Online program, which has so far managed to secure content only from cable networks. But the addition of CBS isn't coincidental as currently it is the only major network not involved with the popular Hulu online video site. CBS has instead opted for several other outlets including CBS.com and TV.com, which is owned by the company. Aside from content from the main network, content from its cable-only property Showtime may also be added in the future.

Along with the CBS deal Comcast also announced 17 more cable networks that would provide content for the trial, which would include 5,000 Americans in the coming weeks. For now, full-length episodes from shows like The Prisoner, Bridezillas, Keeping up with the Kardashians, Cooking for Real and Kimora: Life in the Fab Lane will be available, with popular shows like Mad Men and Breaking Bad coming in the future.

“We are thrilled to partner with all of these popular cable networks to significantly expand the premium content available for the On Demand Online trial,” said Matt Bond, executive vice president of content acquisition for Comcast. “Our goal for On Demand Online is to create a consumer-friendly service that significantly expands customer options to access their favorite TV content on any platform at any time, and we are pleased that so many content providers are partnering with us to make this goal a reality.”