Victoria's Secret Goes Multiplatform

Written by Steve Donohue

Friday, November 21. 2008 at 03:45 PM EST Post a comment

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CBS Corp. (NYSE: CBS) is expanding its annual Victoria’s Secret fashion show to the mobile Web, cutting a deal with Qualcomm’s MediaFLO USA Inc. unit to distribute a 24-hour Victoria’s Secret channel to mobile phone subscribers.

The agreement helps top wireless carriers Verizon Wireless and AT&T Wireless compete with Sprint Nextel Corp. (NYSE: S), T-Mobile USA , and other rivals. Content distributed by MediaFLO is only available on Verizon and AT&T phones.

CBS said it launched the Victoria’s Secret TV channel on Nov. 15, beginning with behind-the-scenes pre-show coverage. The mobile TV channel will run a simulcast of the 2008 Victoria’s Secret Fashion Show on Dec. 3 at 10 p.m.

The fashion show will feature several top models modeling lingerie, including Heidi Klum, Adriana Lima, and Marisa Miller. The Victoria’s Secret TV channel will also feature post-show coverage from the fashion show in Miami.

CBS has attracted big ratings for the annual fashion show. Last year’s show drew a 7.6 rating, or about 8.7 million households.