MUMBAI: US media conglomerate CBS has partnered with AXS TV, which airs live events from the worlds of music and pop culture.

The multi-year commitment from CBS provides for promotion and access to content and shoulder programming opportunities, in addition to strategic support.

The announcement was made by CBS president, CEO Leslie Moonves, AEG president, CEO Tim Leiweke and Mark Cuban, who will continue to lead the network in his current role as AXS TV president, CEO. Terms of the transaction are not being disclosed.

Moonves said, ?CBS is happy to provide AXS TV with live event content as the basis of this partnership. This is an innovative way to use our tent pole programming to gain more ownership in the cable network business. AXS TV will now serve as a terrific complement to our existing broadcast television entertainment programming.?

Cuban said, ?CBS brings the industry?s best and most respected resources and experience to AXS TV which will accelerate our growth and realisation of our vision that, ?The future of TV is TV?.

Launched in July 2012, AXS TV is a joint venture among Mark Cuban Companies, AEG, Creative Artists Agency (CAA) and Ryan Seacrest Media, and currently has 38 million subscribers to the service.

Originally available in high definition, AXS TV is now also available in a standard definition format.

MUMBAI: Despite the rise of digital entertainment AXS TV president Mark Cuban remains optimistic on the future of the television business.

Delivering a keynote address at Natpe he noted that the internet was designed for everything but video.

"Television has become the medium for starting the social conversation that more people participate in than any other medium," he said.

He stressed the point by noting that even middle of the night programming on cable gets more viewers than most internet videos.

He also feels that OTT companies like Netflix will find it tough to compete with traditional cable and satellite companies. Cuban also does not believe that cord cutting will happen.

Cuban asserted that television has become the medium for starting the social conversation that more people participate in than any other medium.

"The reality is, by the time you?ve watched it on YouTube, you already missed it," he noted.

MUMBAI: Natpe president, CEO Rod Perth has announced that investor Mark Cuban, owner-chairman of AXS TV (formerly HDNet) and owner of the NBA?s Dallas Mavericks, will serve as the opening keynote speaker at the organisation?s milestone 50th anniversary market and conference, to be held from 28-30 January 2012 in Miami. Cuban?s session will kick off the three-day event built around the theme of moving ?Beyond Disruption?.

Cuban?s keynote conversation with CNN?s Poppy Harlow will headline the Game Changers track at Natpe Content First, which spotlights leaders from companies that have continually challenged mainstream thinking.

Perth said, "Mark is an innovative businessman whose work has helped to change the face of the media world. With each step of his career, this entrepreneurial mogul has expanded his interests and influence, fully embodying Natpe?s theme of ?Beyond Disruption.? As we dedicate this year?s market to how new business models are being created, we are excited to have his voice set the stage for the game changing conversations among industry leaders at Natpe."

Cuban?s HDNet, the world?s only all high-definition television network, launched in 2001 when HD was still an infant technology. The channel, now known as AXS TV, is a multiplatform hub for live events, concerts and breaking news in pop culture, music, fashion and entertainment, and reaches an estimated 35 million homes.

Other speakers in the Game Changers track include Yahoo! VP, head of video Erin McPherson, Norton VP, global brand marketing, PR Rhonda Shantz, Google/YouTube global head of content strategy Jamie Byrne and Maker Studios chief development officer Chris M. Williams..

Studio Lambert CEO Stephen Lambert, will serve as the international keynote speaker on day three of the conference to kick off the Global Navigators track. Other speakers focused on international content and programming-including channels, formats, global production solutions and cross cultural brand strategies-are Univision Networks president, programming and content Alberto Ciurana; Telemundo Media COO Jacqueline Hernandez and The Gurin Company president Philip Gurin.

Speakers on the Masters of Messaging track will feature top executives from brand and production companies, studios and ad solution providers, including Nielsen president, Global Media Products and Advertiser Solutions Steve Hasker; Media Behavior Institute executive director, marketing Mike Bloxham and P&G corporate innovator Dustin Garis.

The Storytellers That Shape Pop Culture session will feature Howard Gordon, executive producer of Showtime?s ?Homeland?; Dick Wolf, creator and executive producer of NBC?s ?Law and Order? franchise and head of Wolf Films; Anthony E. Zuiker, creator of the CBS drama series ?CSI: Crime Scene Investigation? and Tim Kring creator of ?Touch? and ?Heroes?.

In the Technologies That Fuel Multi-Platform Content track, speakers will explore the explosion of video and broadcast capabilities across all screens. They include Fox VP of innovation, social media Hardie Tankersley, Akamai principal architect - media engineering Will Law, Sony Pictures Interactive director of social media marketing Ann Glenn.

Participating in the Visionaries series of talks will be Current TV founding producer and host Jason Silva, YouTube Next Lab director, global head Lance Podell, Simplynew Studios Marc Scarpa and Vuguru CEO Larry Tanz.