Starting today, those of you hoop fiends that get infected every year with March Madness during the NCAA basketball tournament can carry the action around with them on their iPhone. CBS has upgraded the March Madness app that last year was limited to Wi-Fi use only. This year, for $9.99-double last year's price-users can view streaming coverage of certain games over AT&T's 3G network as well as over Wi-Fi. The app will also provide live play-by-play radio broadcasts from Westwood One. Upsets and special in-game news will be pushed to your display. There will also be a free "Lite" version of the app that will give on-demand video highlights of every game, live scores and news. CBS will also offer a free version of the app for BlackBerry handsets that will not offer the on-demand highlights or live video, but will be sponsored by Mercedes Benz. Both free and paid apps offer an interactive tournament bracket with real-time scores, news, and the ability to send comments to Facebook and Twitter. CBS decided not to offer an Android or webOS version of the app this year. Senior VP and GM of CBS, Rob Gelick explained, "I think that you try to make sure what you are delivering is world class, and we've expanded from last year's base by almost 2X in terms of the number of touch points. It becomes a scale issue....This is the nicest product we've delivered to date." Both the paid and free apps were developed in a partnership with MLB Advanced Media whose At Bat 2010 app we recently reported
on. MLB Advanced Media has an extensive background in streaming sporting events live to cellphones.