How aggressive is CBS Mobile being right now in mobile, compared to previous years? I’m seeing a lot of new CBS apps.: “Certainly, you see a proliferation of apps from us. That’s pretty clear. It’s more ways to reach a broader audience now that there’s another distribution channel out there. For instance, the TV.com app is on the iPhone and recently launched on Android. We will see millions of views on those properties and that’s something we are serving our advertising on. But we are also expanding our presence in the carrier world. We see it as a chance to fortify our positions with strong relationships with the carriers. For instance, our GameSpot mobile site, which is the premier mobile gaming site out there today, just launched on deck with Verizon, so we see expansion and growth using their carrier portal.”

What about advertising?: “I think we are doing a good job monetizing the content. You can see how a brand would play with us across platform. You’ll see advertisers on mobile that are also doing online and our broadcast business.”

What kind of ads for video are you doing? We have interstitials. We do banners and we do pre-rolls, and on Android, we do actionable pre-roles, where you can select it and tap the screen to link out to a partner site and go to a microsite. Mobile phones are not as easy with the limited space on the screen for companion ad.”

What kind of interest are you getting from advertisers?: “We are seeing huge interest from advertisers. I would say it ranges. It’s definitely not limited, meaning there’s a rich variety of brands, from lipstick to clothing manufacturers to luxury cars, and movie studios.”

Is your goal to drive a larger audience for your existing brands or to drive revenues?: “Maybe we are not so different in the broad scheme of most players, but maybe we are more progressive about experimenting with balance of subscription and advertising subsidized. We have a number of vehicles out there that allow us to get the biggest audience or revenue, and to grow the business.”

Can you clarify what you meant when you said you said you see millions of video views on TV.com?: “We see millions of video views a month for TV.com on mobile. It equals—if not is greater than—what we saw through the carrier. So, that’s millions of views through the apps and the carriers? No, millions independently. It’s a lot. People are always surprised. There’s an appetite.”

So, mobile is making money?: “Today, it is a profit center for CBS, and certainly we are looking at new revenues to generate for the business. We are looking at all sorts of things. Certainly, the buzz topic out there right now is cross-platform. We are seeing extending the TV audience across more and more mobile platforms, as the concept of TV is taking hold on all three screens. We see an increased development of location-based. We are already experimenting in that. One case is a product that’s already in the market: City Wize for iPhone. It’s really our beta and first experiment, but what it does is map the CW’s Gossip Girl show into the real world. You see where they had dinner in Manhattan and where they went shopping, and the other real world places.”

Are the places meant as a guide, or ads?: “Today, it’s a guide, but tomorrow clearly it has implications of advertising on a local level. Our first sponsor for that was Target, so you see their new line in their stores and then see Target on the map to know where to shop.”

How do you split your time between feature phones and smartphones?: “We are still highly aware of those [Java and Brew handsets]. If you have a platform that has a large install based—but smartphone sales have exploded, and clearly Android and iPhone are two of the platforms, where there’s an significant audience and a tailored experience is worthwhile financially. People are more engaged in those platforms, and spend more time in the app, trying out more features. There’s higher participation rates.”