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CBS Picks Up Customized Events Firm

Its Local Media arm will acquire digital media company Eventful

CBS is acquiring a digital media company active in the “events discovery, communication and personalization business.”

The company’s Local Media arm, which combines assets of its owned TV and radio stations, announced it entered into an agreement to acquire Eventful Inc. Terms were not announced.

The deal was announced by Anton Guitano, chief operating officer of CBS Local Media.

The company said this acquisition will help it provide users with more engaging content; create new opportunities for marketers to reach consumers through various platforms; and enable Eventful’s publisher network of licensees to access CBS Local Media’s content.

Eventful brings along its crowdsourcing service called “Demand it” by which fans can influence programming and events.

The company uses algorithms to aggregate content about concerts, movies listings and local events, and connect consumers with them. “Eventful creates fan interest profiles and delivers highly personalized recommendations on behalf of artists, publishers and marketers to each of their more than 21 million registered users,” CBS Local Media stated. Guitano said in the announcement that Eventful “has amassed an engaged community that is passionate about finding experiences that match their lifestyle and personal tastes.”