Of the three legacy networks, CBS seems to be the most aggressive in perusing new on-demand distributions. ABC was out of the gate first with its release of Lost and Desperate Housewives to iTunes, but that arrangement was motivated as much by corporate politics (parent-company Disney making up with Pixar-owning Jobs-run Apple) as by an authentic caretaking of the future. since then CBS has dealt with Comcast to provide on-demand TV programs, and now reportedly is talking with Google about distributing through Google Video. "They need our content, we need their technology," [Les Moonves] said, referring to broader discussions with Internet companies. "We argue about which is more important. I think ultimately my content, no matter how you get it, content is still the most important thing." Google is negotiating with Yahoo!, too.

There's not question that the Internet companies need richer, more timely content—especially the nascent and unfocused Google Video. But Google and Yahoo! do not represent an industry on the verge of expiration, as does CBS. Ultimately, CBS needs the distribution more than either INternet company needs CBS in particular.