The Sweet 16 is in progress which makes this a good time to bring you up to date on March Madness on Demand and the CBS-NCAA-Pontiac YouTube channel. As we reported last week, the new YouTube channel for tournament highlights and related clips debuted with the embedding turned off. That gave the partners a presence on YouTube but omitted one of the most important parts of the viral video experience. We were told the embedding would be turned on — it was just a matter of time — but it won’t surprise anyone who has ever covered the NCAA or has followed it to learn that embedding won’t be a feature this year. The NCAA just doesn’t move that fast. A CBS spokesman attributed the situation to having “multiple partners” and said, “You can bet a company like CBS is going to figure this out” and suggested it would be a goal for next year.”
— As of Thursday evening, the CBS NCAA Tourney channel had 3,422 subscribers and 512,326 channel views. It’s among the most subscribed channels this week and #24 for the month. (I’m a little confused because I’m marked as having watched 152 videos; must have left it running unattended.) One video has had 677,203 streams; most of the rest are far below that. It’s good exposure but imagine if it were truly viral how happy Pontiac would be.
MMOD traffic: CBS says the stats are up by double-digits for MMOD uniques, and time spent but, unlike last year, has decided not to provide details. The network doesn’t provide the numbers for other online efforts so execs have decided to be consistent and throw the cloak of darkness over it all after providing minimal information the first day.
— As of opening day 2007, some 800,000 had registered — that’s half the number by the end of last year’s first round. No update for that.
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