Our source was first approached this week by NBC for what a producer called a "feature" on Jobs, but later admitted was an advance obituary. Then a CBS news producer called and also requested an interview on Jobs that when pressed, they admitted too was also an advance obituary for the ailing Jobs.

Newspapers and wire services prepare obituaries far in advance that can sometimes sit on the shelves for years. Sometimes it can lead to embarrassment, such as when Bloomberg News inadvertently released a canned obituary for Jobs. And while TV news operations are quick to prepare packages of archival footage if they so much as hear a famous person is ailing, actually taping interviews for those packages is more difficult. Even if news producers can find people willing to talk about someone as if he were dead on camera, it's expensive to send out camera crews to gather footage that might go stale.

Jobs, who is on a six-month medical leave, has said he expects to return to work after dealing with a medical problem he first characterized as a "hormonal imbalance," but later admitted was more complex. In 2003, he was diagnosed with pancreatic cancer, and underwent surgery to treat it in 2004; most observers believe his present problems stem from aftereffects of the surgery, which likely involved a Whipple procedure, a rewiring of the digestive tract akin to a gastric bypass.

Is Jobs dying? No major TV network has reported that. But those same networks' producers must believe it is likely enough to roll their cameras.

(Photo by Gizmodo)

When Halsey Minor, the ultraopinionated entrepreneur better known these days for his lawsuits than his business skills, launched CNET in the early '90s, he first had his eye on television. CNET's first website didn't come along until 1995. And he snapped up domain names like mad, names which all but spelled out his ambitions — TV.com, Radio.com, News.com. (Apocryphally, he's said to have bought the latter from News Corp., in a deal Rupert Murdoch must still regret.)

CNET went public in 1996, and its market cap peaked at $12 billion before the dotcom bubble burst. At one point, it flirted with NBC, going into a joint-venture deal to create NBCi, a now-forgotten Web portal. At the time, some pundits imagined CNET and NBC combining — with CNET on top.

Since then, it's been a long slide down. Minor left not long after the bubble popped. When CBS bought CNET this spring, the price was $1.8 billion. (CBS CEO Les Moonves recently said that while he "loves the deal," he wouldn't buy CNET again today at that same price.) CNET executives got roles within CBS Interactive, the new division formed by combining CBS's websites with CNET's — but there was no question who was in charge.

That's become clearer now, with the layoffs. The newsrooms for CBSNews.com and CNET News are said to be combining; CBS is trimming back TV.com, MP3.com, and GameSpot, CNET's entertainment properties. Which makes sense: Why run mainstream news and entertainment coverage out of a backwater like San Francisco, when it can be done properly from New York and L.A.? There's logic to the move, but also a certain sadness, knowing that a fantasy of transforming the media business — a business in much need of transformation — has faded for good.

(Logo mashup by Andrew Mager)

MacGyver will now be available on YouTube, and you won't have to watch it in frequently taken-down 10-minute chunks. Yeah, you didn't know that was a CBS show, and you didn't care. But it's on YouTube! Californication, too. It airs on Showtime, which is owned by CBS. But what it really means to me is that my Duchovny-obsessed writer, Paul Boutin, is going to get even less done. Thanks, YouTube!

The archives! The CBS show Eleventh Hour has a "sponsored archive" of free NYT stories about cloning humans and stuff, which presumably is a topic related to Eleventh Hour. It might grate on traditionalists, but we can't hate on things like this too much. Better to sell new online ads than, say, start plastering the front page of the print edition with ads. Besides, Thomas Friedman's mustache wax ain't free.

Former president of Dennis Publishing (Maxim, Blender, etc) Steven Colvin will soon be leaving his year-old postion as head of CNET / CBS Interactive entertainment and lifestyle division (Gamespot, mp3.com, tv.com, Chow, etc). Within the department, Colvin is widely believed to be the "brains" behind Jeff Gerstman's unceremonious canning last December. Just before the firing, Colvin spent hours in a meeting with Eidos attempting to salvage the relationship after Gerstman's negative review of Kane and Lynch. No word on if this departure is volunary or not, but his role is being taken over by CBSi COO Steve Snyder, which might be indicative of hardly-unexpected "restructuring" occuring sooner rather than later. Control of one of the department's largest assets, tv.com, was recently transfered out of the department.

There was also an annoucement today that CNET's extremely generous vacation hours package will be discontinued after this year, sick time hours will be reduced, health care providers will be changed, and benefits cut for "opposite-sex domestic partners", in order to be "consistent with CBS' company-wide poilcy".

On the plus side, parking fees can now be paid pre-tax.

But you can't say it didn't generate any user dialogue:

Citizen journalism, ladies and gentlemen. [Ad Age]

CBS chairman Sumner Redstone walked past him at the Bel-Air Hotel, shortly after CBS bought CNET for $1.8 billion. Minor hasn't been at CNET since 2000, and wasn't involved in the sale. So why would he expect Redstone to recognize him? Nostalgia? Pity? Portfolio reports on Minor's many difficult relationships; he told the magazine that Gateway founder Ted Waitt, formerly an investor in one of Waitt's startups, is no longer a friend. Add to the list of those difficult relationships: Minor with facts.

(Photo by Rob Howard/Portfolio)

Moonves is counting on CNET to raise CBS' revenue by two points within three years, which would mean that its online growth would have to offset the "flattening out" of CBS' own TV and radio ad revenue. But CNET is basically a tech news brand, and a pretty unexciting one. CBS is a general interest brand, and an unexciting one. So why try to make CNET another unexciting, general-interest brand?

Watching Moonves at a meeting of CNET executives, it's hard to miss the CEO's competitive spirit. The key, he says, is to boost traffic at CNET's dozen or so Web sites, which include video gamer site Gamespot.com, the all-things-television TV.com, and food site Chow.com. Katie Couric was on CNET streaming special shows from the convention. Chow.com's photogenic food editor Aida Mollenkamp is headed to a guest spot on Rachael Ray's show, which CBS syndicates, while CNET reporters are expected to populate every segment possible on its news shows.

It's going to take more than corporate synergy, though. For example, Moonves says TV.com is bound to be "the destination for online TV viewing" once it has shows from all the networks. Eh. It has a good name, but it doesn't even have CBS shows yet.

The basic problem: CBS itself has an increasingly old audience. They're counting on CNET to bring in the young audience. But CNET isn't cool. And if Les Moonves is the man who has to make it cool, its chances are less than average.

[BW; pic from Valleywag]

• Wendi Deng Murdoch, MySpace China
• Chris DeWolfe and Tom Anderson, MySpace
• Max Levchin, Slide
• Robin Li, Baidu
• Markos Moulitsas, DailyKos
• Elon Musk, SpaceX
• Ali and Hadi Partovi, iLike
• Mika Salmi, MTV
• Dmitry Shapiro, Veoh
• Quincy Smith, CBS
• Andrew Ross Sorkin, New York Times
• Peter Thiel, Clarium Capital
• Evan Williams, Twitter
• Andrew Zolli, PopTech

The new face of CNET's flagship site offers a revamped look, more online video, and an easier way for advertisers to customize their messages. The new CNET.com includes a "brand showcase" feature, allowing advertisers to pay for pages where they can promote products with links to CNET reviews, a service for which CBS can charge higher rates, according to Joe Gillespie, who oversees CNET.com.

The new CNET.com highlights another priority for CBS's online strategy: video. A large window that will soon play high-definition video within the homepage promotes the site's video content, including relevant clips from CBS broadcasts. Mr. Gillespie says video ads can sell for double normal ad rates on the site.

That's presuming online ad industry growth matches expectations despite a larger economic downturn, which Moonves assures us all it certainly will. In fact, the 50 percent target is modest; it translates to 14.5 percent a year. Which means Moonves is assuming that CBS Interactive will underperform the online-advertising market, which is expected to grow 20 percent a year or more. (Photo by Getty/Vince Bucci)