SAN FRANCISCO—V Cast is shifting gears in its video strategy, expanding from the short clip-based content it launched with to longer format programming in an effort to expand its appeal to a broader demographic group. The result is a newly revamped content library of full-length TV shows and sports programs from its content partners, much of which will be released shortly after they are broadcast over the air.

Specifically, Verizon Wireless announced at CTIA Wireless IT & Entertainment it has inked deals with CBS, NBC, MTV, ESPN, BET and Fox Sports to stream the entirety of popular broadcast programs such as “CSI”, “30 Rock”, “The Hills”, “Hell Date” and “Score Center,” a rebranded version of ESPN’s “Sports Center.” Ranging anywhere from 22 to 45 minutes, the programs go far beyond the two-to-three-minute highlight reels, previews and mobisodes VZW has traditionally streamed over V Cast.

Verizon Communications Director of Content Strategy and Acquisition Tricia Lynch said the new content represents a definite move by Verizon to expand its content channels to target a broader customer base than the young male audience V Cast originally targeted at launch. “That approach was successful, but by definition, it limited our audience,” Lynch said. “We want to leapfrog that defined audience to create a broader appeal.”

It’s also no coincidence that Lynch—a Verizon Communications executive—is spearheading the expanded lineup. She pointed out most of these programs are offered on Verizon’s fiber-based FiOS digital TV on-demand service. Verizon is actively trying to coordinate its home video-on-demand programming with its V Cast VOD programming. And just as much of its wireline VOD comes from broadcast programmers, V Cast’s TV catalog is starting with many broadcast TV shows from the likes of CBS and NBC, Lynch said. As cable programmers add their content to FiOS on-demand, Verizon hopes to add the same content to the mobile channel.

The service could potentially increase traffic over VZW’s EV-DO network exponentially. Not only are the programs targeted at a larger audience, which would increase subscribers to the V Cast data service, but by nature longer-format programs would result in longer viewing times. Lynch said Verizon has no concerns about traffic overload, as the 3G network has been engineered for high traffic volumes. The programs themselves, however, have been cut into segments or chapters, which customers stream individually. Lynch said that measure was put in place not to limit bandwidth but rather to allow customers to view programs over several sessions. When Verizon develops the technology to stop and restart a program at specific point, it will explore the possibility of streaming entire programs at once, Lynch said.

The programs will be updated every week, often shortly after the on-air broadcast, adding a sizable amount of new content to V Cast. VZW won’t be changing the price of its V Cast plans, leaving it at $15 a month for unlimited video access, but Lynch said the carrier is considering incorporating advertising into the video stream as a supplemental revenue source.