Unlike network competitors travailing steadfast toward the completion of central hubs, CBS goes contrarian with a focus on broad affiliate distribution for its own content, reports The Wall Street Journal.

Acknowledging its innertube video portal failed to draw a strong audience, the network is opting instead to provide programming to partners like Joost and AOL under the CBS Interactive Audience Network umbrella group.

A host of other deals are also expected to be announced over the course of Upfront Week, including a function in which Facebook users can add CBS clips to their profiles. CBS will sell ads that appear within the shows across the network.

Other networks such as Fox, NBC and ABC have focused on building their own branded players.