Last year, CBS experimented with a similar concept when its online arm provided a link to PGA.com, which was streaming live action from the PGA Championship and the British Open.
"That's the job of the online editor in this world," Kint of CBS said. "You're the filter for what's good content online, you're bringing [fans] diverse points of view and giving your audience the broadest perspective possible."
CBS, which crowed only about its television ratings among hard-to-reach younger males who dominate the March Madness audience, now is looking to offer advertisers a package of television, radio -- and the Web.
"We'd like to be able to add all of those numbers into one picture for our advertising partners," Kint said.
"Right now, we can't do that, except on a platform-by-platform basis."
ESPN's Kosner echoed that but added, "We're still struggling a bit online, but we're going to come up with something that media buyers will like."
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greg.johnson@latimes.com
