CBS in Deal to Promote New Season’s TV Shows on AOL

CBS Corp., owner of the top-rated U.S. television network, said it will promote its new season of shows over America Online, giving it access to the No. 1 online service’s more than 17 million subscribers.

The campaign is to begin today and run through Sunday. CBS ads touting the network’s new fall schedule will be displayed on several high-traffic areas of AOL, including its entertainment channel and “welcome” screen. In exchange, CBS will provide advertising time for AOL. The companies didn’t disclose financial details.

CBS had a similar arrangement with AOL a year ago, which it credits as playing a part in its success last season, when CBS became the No. 1-rated network for the first time in five years. This season’s campaign will include traditional online banner ads as well as a new feature that will ask CBS viewers to log on to AOL and answer questions about the new shows. Participants in the poll will have a chance to win prizes.

By advertising on AOL, CBS hopes to lure a younger audience to its shows, which would help it attract more advertising dollars.

The agreement is one of several between CBS and AOL. Earlier this year, AOL replaced Walt Disney Co.’s ABC News with CBS News as its exclusive provider of broadcast news. --Bloomberg News