The CBS Television Network, owned by Viacom, Inc.,
includes more than 200 owned and affiliated stations --
reaching virtually every television home in the United
States – as well as CBS Entertainment, CBS News and
CBS Sports.
CHALLENGE
To provide CBS with a source of continual interaction
with its television viewing audience as well as to provide
CBS and other Viacom properties, including MTV, VH1,
Nickelodeon, UPN, TNN, Paramount Television and Showtime
among others, the opportunity to conduct focus groups and
track public opinion on programming and promotional content.
SOLUTION
SeePoint provided 50 table-mounted interactive kiosks
for CBS’ Television City located in the MGM Grand, Las Vegas.
Hotel visitors view content from large screen video displays
and respond to questionnaires about the programming from the
SeePoint terminals, which include both touch screens and
keyboards. The durability and reliability of the SeePoint
kiosks give CBS confidence that Las Vegas’ 37 million
annual visitors will all be able to enjoy Television City.
Television City also utilizes SeePoint’s freestanding
interactive computer kiosks to provide high speed access to
all of the Viacom Television related web sites and as retail
outlets to offer a variety of merchandise tied to Viacom’s
television networks and programming.
RESULTS
CBS’ Television City is the most comprehensive
and ambitious research center in the television industry.
The
kiosks, which are linked to the Internet, will provide
CBS and its partners with ongoing data on a daily and long-
term
basis as well as the ability to author and modify the
surveys and track viewer response from remote locations.
Over time, CBS will be able to monitor trends in the
entertainment marketplace and the progress of specific
Viacom branded products and services, providing a
significant competitive edge over other players in the
media landscape.
Only three months after opening
Television City in the MGM Grand Hotel, CBS expanded
its installation of SeePoint Technology’s integrated
kiosks from 50 to 75 systems. Based upon the success
of the initial rollout, CBS increased the number of kiosks
at T.V. City to conduct more focus groups with visitors
to the state of the art research facility and entertainment
venue.
Four years after this expansion, CBS again
contracted with SeePoint to provide 75 additional units – this
time upgrading to kiosks with 19 inch touch LCDs -- SeePoint’s
latest innovation in the marketplace. With the larger screen
size, CBS shows the content as well as conducts the research
on the kiosk terminal, enabling the media company to conduct
more targeted and a wider array of research.
