CBS is bringing late-night hosts Stephen Colbert and James Corden to Facebook’s high-stakes video hub Watch, Ad Age reports. The platform was set to debut short-form clips from “The Late Show with Stephen Colbert” this afternoon, with clips from “The Late Late Show with James Corden” set to roll out Monday.
The network will not be producing original content for the platform, Ad Age notes.
“The addition of such high-profile content could be a boost for Watch, which has struggled to gain its footing as a destination for video viewing,” the report notes. “Video posted to Watch does well in Facebook’s News Feed, but making the Watch hub itself stickier is central to Facebook’s plan to encourage more viewing and visits.”
CBS wasn’t commenting on its advertising relationship with Facebook, but Ad Age notes that ad revenue for content creators has been “modest at best.”
The CBS move “could be seen as a sign that the network at least thinks Facebook will figure out how to drive more people to the hub and adopt a more rewarding ad model,” Ad Age adds.