CBS to move 'March Madness' to Silverlight

If Microsoft's Silverlight is indeed fizzling, someone didn't get the message out to the NCAA. For its annual endeavor in covering all the NCAA basketball playoff games online, CBS has opted to triple the NCAA's bandwidth over last year by switching from a Flash-based player -- which already received rave reviews -- to a Silverlight player produced in conjunction with Microsoft.

Like last year, the NCAA March Madness player will deliver every game in the NCAA Championship series to individuals who sign up for free. Online telecasts will be ad-supported, in the wake of poor reception to a subscription-based model in 2007 and earlier years, produced at the time in conjunction with YouTube. The 2008 move to an ad-supported player, the network says, led to 4.8 million total unique visitors downloading the player throughout the Championship series -- a 164% annual jump -- watching a total of 81% more hours of video.

Right now, even top-rated CBS can use all the new viewers it can get, however it can get them. This afternoon, parent company CBS Corp. reported an income plummet of over 52% -- a statistic which prompted CEO Les Moonves to announce today a cut in its annual dividend.