Just like the other networks, CBS set up a portal at CBS.com so that viewers could watch sports, news, and TV show reruns. But nobody came, and now CBS is trying another approach, according to the Wall Street Journal on Monday.

"CBS, after a year of experimenting with various Web initiatives, says that forcing consumers to come to one site -- its own -- to view video hasn’t worked," wrote Brooks Barnes. "Instead, the company plans to pursue a drastically revised strategy that involves syndicating its entertainment, news and sports video to as much of the Web as possible.

Part of that strategy involves Joost, but CBS content will also be available on about ten other Websites including Time Warner’s AOL.

"CBS Chief Executive Leslie Moonves plans in coming days to announce a flurry of other deals aimed at giving consumers new ways to use CBS content online," according to the WSJ.

The other networks, in contrast, have retained a more homegrown approach. ABC.com streams all of its prime-time programming through its own player. Recently, The News Corp (Fox) and NBC agreed to build an internet portal together, presumably to compete with YouTube.

CBS has blamed the their poor viewership online on the fact that viewers want to go elsewhere to watch TV. "We can’t expect consumers to come to us," said Quincy Smith, the president of CBS Interactive. "It’s arrogant for any media company to assume that."

Advertisers are watching closly to see if the new CBS strategy works. So far, they remain positive.

This reporter notes that it’s been a pleasure to watch re-runs of missed shows on ABC.com and NBC.com. However, serious difficulties have been encountered with CBS.com shows, even with Flip4Mac installed.