CBS Direct

Found this story on CNET about CBS interesting. Apparently CBS is selling Survivor episodes on its own site, bypassing its current deal with Google Video. While this has generated some mixed opinions, I think this is a strong move on the part of the network. The great thing about the Internet is that its fairly transparent. Why should CBS pay Google or any other 'digital' middleman with limited traffic for access to its content? Heck, given the popularity of Survivor, doing a general video query on any search engine should surface that content on CBS' site (works on Yahoo :)).

Unless the 'digital' middleman is providing some additional value (ala iTunes seamless integration with its video Ipod or eBay with proven demand and embedded buyer trust), I don't see a lot of reason why a branded video/digital media producer would give away revenue since the content would be easy to find otherwise. If the video content isn't branded (i.e. not a CSI or Survivor), a middleman could make much more sense... (thanks Rick :P)