Photos: TV: Getty Images; Pushing Daisies: ABC
TV — it's not just for TV anymore. It's also for cell phones, PCs, and iPods. The major networks have realized this; they just have to figure out what to do about it. The strategy so far: Hire a thirtysomething. Each of the big four has charged a young exec with adapting their programming — and advertising models — to new media (Fox and NBC actually share a guy). But do these wunderkinder really have a plan, or are they putting on a show of their own?
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Quincy Smith Network: CBS Age: 36 Title: President, CBS Interactive Cred: Silicon Valley dealmaker; developed Google's media strategy as a banker at Allen & Co. Mission: Bring CBS's tube-bound shows to Web 2.0 audiences Strategy: When he arrived, CBS was betting on a site that Smith later dubbed "CBS.com/nobodycomeshere." He instead aims to deliver content everywhere by making syndication deals with video sites and allowing fans to embed clips in blogs, wikis, and widgets. His latest sandbox is EyeLab, an online editing studio that offers CBS programming as raw material for homemade clips. If you've been burning to mash up Survivor and Guiding Light, here's your chance.
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Albert Cheng Network: ABC Age: 37 Title: Executive VP, digital media, Disney-ABC Television Group Cred: Devised expansion plans for Disney properties like ESPN and SOAPnet Mission: Prove network polish matters in the lo-fi Web-video realm Strategy: As its ad department constantly boasts, ABC is number one among affluent audiences, and its Web site provides a suitably swank experience. In addition to a slick, fast-loading player for high-quality video, Cheng's team began streaming its biggest hits in HD last July. But don't think he's too exclusive. In September, Cheng announced his first free-distribution deal, putting ABC's shows — and player — on AOL.
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Jason Kilar Networks: Fox and NBC Age: 36 Title: CEO, Hulu.com Cred: Launched Amazon beyond the printed word by writing the plan for its DVD business Mission: Beat YouTube Strategy: While NBC and Fox continue their own Internet forays — NBC testing NBC Direct to compete with iTunes, FOX testing the limits of MySpaceTV — the two networks buddied up to build a gargantuan site with Kilar at the helm. Early boosters labeled Hulu "YouTube killer." Skeptics dubbed it a "clown company." Even if his project — yet to beta launch at press time but promising high-quality full-screen video — merely finds ways to resell hit shows, Simpsons fans will tent their fingers and say, "Excellent, Kilar."
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