CBS eyes new mobile division

The interactive arm of CBS announced the creation of CBS Mobile, a new platform dedicated to expanding wireless media operations across the Tiffany Network's various properties, including CBS Entertainment, CBS Sports and CBS News. Cyriac Roeding, VP of CBS' mobile initiatives since 2005, was appointed executive VP in charge of the new division; he will also continue to oversee mobile operations for The CW, the joint network venture between CBS and Warner Bros. Entertainment.

Roeding's CBS tenure includes a number of significant mobile broadcasting partnerships, among them deals with Qualcomm's MediaFLO, Verizon Wireless, AT&T/Cingular and Amp'd Mobile. He also introduced interactive text messaging services to programs ranging from "CSI: NY" to "Big Brother," [1] as well as an avatar-based mobile game [2] promoting The CW's "America's Next Top Model."

"The creation of CBS Mobile within CBS Interactive further positions us to occupy the audience and advertiser interfaces of the future," said CBS Interactive president Quincy Smith in a prepared statement. "Mobile is a huge opportunity for CBS and we are delighted to announce the world class team and partners Cyriac is assembling. He and his team have already put CBS on the mobile map, forging relationships with key technologies and services both domestically and abroad."

For more on CBS Mobile:
- read this release [3]