The Long Game

CBS, a global television giant known for its iconic shows, such as CSI, 60 Minutes, The Big Bang Theory and The Late Show, on the Entertainment side as well as national and local coverage of news, foresaw the digital revolution in media. Nearly a decade ago, it envisioned a future where digital content and video streaming would reign supreme. To navigate this digital wave, CBS required a steadfast, creative, and strategic partner with a proven track record in user-centric design, digital strategy, and technological innovation. 

With over ten years now behind us, across CBS, CBS News and CBS Local, we’ve played an integral part in shaping the way content is delivered in the media industry, setting new standards in user experience for streaming services and digital news networks.

Transforming news delivery

Our partnership with CBS took root in 2014 with the CBS News team and the inception of a groundbreaking endeavour. In a transformative move away from traditional network and cable broadcast methods, CBS News embarked on an ambitious mission to provide content as a stand-alone product for smartphones and tablets, heralding a seismic shift toward an OTT (over-the-top) delivery method for news programming.

This innovative approach represented a paradigm shift in the way news was delivered and consumed. CBS News sought to offer both live and recorded 24-hour news coverage to meet the evolving preferences of a digital-savvy audience. The development of this product was an intricate undertaking, involving considerations such as advertising integration, robust analytical capabilities, extensive system integration with CBS’s infrastructure, and the seamless delivery of streaming and DVR functionalities. CBS News entrusted UIC Digital to bring this pioneering project to fruition, recognising our expertise as the safe pair of hands to navigate these uncharted waters.

Charting New Frontiers with CBS All Access

After successfully completing this project, our team was introduced to the CBS Entertainment team. At the time, the media landscape was in flux and CBS had just seized this opportunity by introducing CBS All Access—an industry trailblazer. CBS All Access was not just a streaming service; it represented a paradigm shift. By delivering content directly to viewers without the need for cable subscriptions, CBS set the benchmark for network OTT subscription services. It offered live and on-demand programming alongside a treasure trove of classic TV shows, catering to diverse viewer preferences.

Into the unknown

Across all of this, our team guided and implemented technical, design and development milestones needed to achieve this industry-first. We embraced groundbreaking challenges and pioneered new platforms to facilitate CBS’s digital transformation. One remarkable milestone was the development of applications for gaming consoles such as Xbox 360 and PlayStation 4.

At the time, gaming consoles had been relatively unexplored as streaming devices. Smart TVs didn’t exist in masse yet, so a console was a very viable way to stream your favourite TV shows. Although no playbook existed, the team delivered technical integrations in this uncharted terrain to showcase our expertise in problem-solving.

Innovation that lasts

Our success in overcoming these challenges speaks to our identity as a strategic partner capable of tackling the toughest problems and driving technical innovation. This approach not only led to the birth of CBS All Access but also paved the way for a long and deep running partnership across entertainment and news entities within what is now all part of Paramount.

The longevity of our partnership is a testament to our close collaboration, relentless innovation, and creative audacity. We bring these qualities to every project, combining them with our deep expertise in user-centric design, technical development, and consumer behaviour. Together, we are committed to transforming traditional broadcasting models into industry-leading OTT platforms, reaffirming the significance of user-focused design and development in today’s media landscape.