CSTV Rebranding As CBS College Sports Network

CSTV programming to be integrated into new network; CBS will develop new programming to compliment existing lineup.

By Alex Weprin -- Broadcasting & Cable, 2/12/2008 11:02:00 AM

CSTV, which was folded into CBS Sports last month, is going the way of the Big Eight Conference. CBS is rebranding and relaunching the network as CBS College Sports Network, beginning in March.

"We believe this rebranding will better position our college sports cable network in the competitive world of cable television distribution," said Sean McManus, president of CBS News and Sports in a statement. "It's hard to imagine a cable company going forward that will not welcome the CBS Sports branded channel to its cable systems. In this move, we further build on the value of this important new part of our company."

CSTV’s existing programming lineup will shift to the new network, as will its online properties, though the network says that it will integrate CBS Sports’ on-air style and graphics into the programming and Web sites.

The rebranding effort is part of a larger campaign by CBS Sports. The network recently relaunched CBSSportsline.com as CBSSports.com, giving the site a 27% increase in users the following month. CSTV assets will be integrated into CBS Sports’ growing online platforms.

"The ability to bring unity to the CBS Sports brand across all media — broadcast network, cable, online and mobile — is something we know audiences and advertisers will continue to embrace," said Tony Petitti, executive VP and executive producer for CBS Sports.

CBS Sports will develop original programming for the new network. The first new program, College Sports Tonight, which will air twice nightly, will cover the day’s news in college sports, as well as previews of upcoming events. CBS did not announce any additional programming.