I just tweeted this: "CBS Sports putting its March Madness live-video iPhone app on 3G rather than just WiFi is another huge milestone in the fan experience."
First, CBS streamed NCAA Tournament games online so you could watch them on your laptop -- meaning: at work. It was a breakthrough. No longer did you have to sneak out of work (or use vacation days) to get to the sports bar to watch games.
Next, they put it on the iPhone: This made the streaming experience portable, which was welcome -- but with a catch: You could only view it through wifi networks. Now, that's great at work or at home, but it was severely limiting if you were anywhere but those two places.
But expanding the iPhone app to any 3G connection means that I could be walking down the street, watching games. Or on a bus. Or sitting in Central Park. Or hanging out at a bar that is only showing one game. The point is that I can be anywhere.
Unfortunately, the iPad will be coming out too late to experience it as an NCAA Tournament showstopper, but I think that the bigger iteration is this 3G -- "Madness Anywhere" (that's my phrase, not CBS's).
The only caveat: It better work! Millions of other fans will join me in shelling out $9.99 for the app -- and we're counting on it working without problems.
I like that CBS Sports knows that March Madness is their killer app -- and continually expanding their platforms to take advantage of that.