Better from the horse’s mouth than from mine. Besides, I gotta get over to Digital Hollywood.

Despite being touted as a case study/model for cross platform promotion and trend analysis during an OMMA keynote presentation by CBS Interactive’s Chief Marketing Officer, Patrick Keane, CBS has canceled the show.

Alan Cohen, President of Initiative West and Innovation Worldwide, explains how the overall marketing game has changed, and how to Make Magic out of Moments. They created a 24 hour online TV channel for the movie Saw 3, which is loaded with content previously reserved for DVD extras. They also took over “Comedy Time,” and got comedians to do jokes based around the movie, driving awareness across all of the user-generated video sites, including a Jack Black knock off singing “Saw 3, I love you and my girlfriend (in that order.)

Alan also showed how they promoted Keane’s new album in print magazines, putting tiny usb drives into the print ads, distributing Keane’s new single, similar to how Prince introduced his new album in the UK. He also showed how they distributed CBS content on a similar promotion with a usb stick.

His overall theme - the new world order - is taking the big marketing ideas to clients, not just the media buy. Agencies need to be trend experts and hire people that are in the core demo to identify those trends as they emerge.

What to do? Hire fresh thinkers, inject creativity, leave “digital breadcrumbs” and capitalize on whats next. Remember, media IS marketing.

According to an article in Marketwatch, CBS is looking to put their Innertube fiasco behind them by reintroducing some additional series into their video offering, making it easier to enjoy your old faves as well as their current line up of TV fare across the 300+ sites and partners in their CBS Audience Network.

CBS will be adding full episodes of “Hawaii Five-O,” “Star Trek” “The Twilight Zone,” “MacGyver” and “Melrose Place.” CBS previously abandoned their own efforts in favor of creating a distribution network of partners including Bebo, Comcast, Joost, MSN and Veoh, as well as social-networking partners such as YouTube, Meebo, MeeVee, RockYou, and VideoEgg.

The best news, though, is the recognition by CBS Interactive president Quincy Smith that, “clients want to buy across platforms.” However, Smith also noted that, “the conversations are starting at the network level,” and that will continue to present challenges for the interactive advocates to make a better case for the medium. CBS is finding a way to drive interactive ad sales, and still keeping the budgets flowing into TV first.