CBS Corp. is reportedly planning a new Web strategy that could launch by the fall.
According to published reports, the initiative dubbed “Project Bulldog” will be home to the growing line of Web properties in which the network has stakes. They include SportsLine and Medscape.com. The company also operates the CBS MarketWatch site.
The company could be eyeing a strategy similar to ABC and NBC which have the Go.com and Snap.com portals. To do that, analysts say CBS would have to forge content partnerships which can get expensive.
Some are questioning whether CBS’ entry into the portal game would be in time for it to capture a significant share of that market. Others have said a more effective strategy might be combining its Web properties into a single site.