YouTube may have the NBA, but a March Madness contest involving user-generated content is coming to CSTV.CBS has snubbed YouTube, giving its college sports site CSTV a new promotion involving college basketball fans submitting videos supporting their favorite team, Red Herring reports. Using the slogan "Are You Fan Enough?", CBS wants to attract young male college basketball fans, as well as the advertisers that wish to reach this demographic.March Madness has growth in popularity in recent years, and CBS paid $6 billion in 2003 for the rights to broadcast the NCAA men's tournament for 11 years. The "Are You Fan Enough?" promotion is the latest example of companies moving promotions away from the broad-based offerings of YouTube, to a more specific environment.

“It’s about narrowcasting—getting a more finely grained view of your audience and being able to cater to them more specifically is now more attractive,” according to Roger Kay, principal analyst with Endpoint Technologies Associates.