CBS Local Media Acquires Eventful, Inc.

CBS Local Media has acquired Eventful, Inc., a San Diego-based digital media company that provides demand-based platforms for live, digital and broadcast events. Financial terms of the agreement were not disclosed, but Eventful's 55-person staff is expected to be integrated into the CBS Local Media team.

Eventful Surpasses 10 Million Users

Ezra Kucharz, president of CBS Local Digital Media, tells Billboard that the company has been in talks with Eventful over the last six to eight months, looking to find ways to partner and enhance CBS' growing local-events strategy. Late last year, CBS Radio hired KROQ vet Amy Stevens to lead strategic events and partnerships for CBS' 126 radio stations, and Kucharz saw synergies in Eventful's own Demand It platform, which has assisted more than 500,000 musicians, comedians, filmmakers and other artists to create and map out fan-based events. Perhaps Eventful's most successful case study to date has been its role in hosting screenings for Paramount's "Paranormal Activity" in 2009, which went on to become a $107 million-grossing hit that's spawned four sequels.

"We wanted to take the relationship with Eventful to the next level, and this become a really good opportunity to enhance recommendation and discovery for different types of events around the United States," Kucharz says. "We think the Demand It platform is something we can use to really artists artist to grow their fanbase and communicate directly with them."

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Eventful CEO Jordan Glazier notes that music was "the first place we started" after he came on board in 2006, using local data from Demand It to help artists and their booking agents route their tours. "This is a great opportunity for us to expand our relationships with artists," he says. (Eventful has also previously partnered with Billboard on a custom Demand Chart, and continues to present the Eventful Fans' Choice Award at the Billboard Touring Conference & Awards.)

With 21 million registered users signed up fro Eventful, CBS' integration is set to roll out some time in early September. "This brings more digital DNA to our business," Kucharz says. "We work with artists very closely on developing content on a weekly basis, and also by doing concerts and shows with them. Now we can tie it together with a discovery platform to better communicate with fans."


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