Neil Ashe, who left his job running CBS Interactive in late 2010, has taken a job helming Wal-Mart Stores’ global online commerce unit.

The retail behemoth said that Ashe will become president and CEO of its Global eCommerce division, replacing the retiring Eduardo Castro-Wright. He will operate out of Wal-Mart’s Silicon Valley office in San Bruno, Calif., but will likely make a lot of trips to the company’s HQ in Bentonville, Ark. (Ashe does not have the U.S.-based e-commerce business; Walmart.com is run by Joel Anderson, who reports up through the Wal-Mart U.S. stores business.)

In an interview earlier today, Ashe said that he was “impressed by the company’s realization that the consumer is changing … and the commitment to global e-commerce.”

Noting that Wal-Mart stores see 200 million customers a week, he said the goal was to make the online experience as compelling as the offline one.

“There has to be almost an indifference between physical stores and e-commerce,” said Ashe. “The whole company committed to winning on the Internet.”

Since he left CBS, Ashe has been advising a variety of Web start-ups, including LivingSocial. Ashe joined the board of the Washington, D.C.-based social buying company last spring.

The job at Wal-Mart is a big one, especially given its up-and-down history in the online space. That includes the recent decision to stop selling MP3s from its Web site.

It has also stepped up its efforts, including a number of small acquisitions, such as mobile advertising start-up OneRiot and mobile app company Small Society.

But it did pay big bucks — reportedly $300 million — for social media platform Kosmix.

Ashe noted that Wal-Mart is indeed still dwarfed online by online dominator Amazon. “They are very innovative and strategically adept,” he said.

With 59 million monthly visitors to its U.S. Web site and an aim to go global, how Ashe navigates Wal-Mart’s path in the next years will be interesting to watch.

Here’s the official press release:

Walmart Selects Neil Ashe to Lead Global eCommerce

San Bruno, Calif., Jan. 16, 2012 – Wal-Mart Stores, Inc. (NYSE: WMT) today announced that Neil Ashe, 44, is the new president and CEO of the company’s Global eCommerce business, beginning today. Ashe was most recently president of CBS Interactive, where he led all online properties and also drove development of new ways to distribute programming produced by the media giant and its subsidiaries. Websites included CBS.com, CNET.com, CBSNews.com, and CBSSports.com, among others.

Ashe is replacing Eduardo Castro-Wright who announced his pending retirement in September and will assist in the transition.

“E-commerce is a great opportunity for us and we have a long-term vision to win,” said Mike Duke, Walmart’s president and CEO. “We are on track to create the next generation of E-commerce, combining the latest in online innovations with physical stores to give our customers a unique and seamless shopping experience.”

“We have an understanding of what these customers want, a trusted brand, 200 million weekly shoppers, more than 10,000 stores around the world, and the ability to make significant investments in talent and technology. We also have successful online businesses, including in the U.S., the U.K., Canada and Brazil. With all of this, it is clear that Walmart is the best- positioned retailer to deliver this multi-channel experience to consumers, many of whom are already connected to the world through smart phones and social media.”

Duke continued, “With his strong personal leadership skills, financial background and experience in successfully working within a major corporation to lead its Internet division, Neil is the ideal leader to help us build this business. He has led companies through all stages of growth and maturity. He also has a deep understanding of the interactive space and how to attract and convert online customers. Perhaps most importantly, much of Neil’s professional success has come through close collaboration and shared goals with his peers — a key attribute as we continue to integrate our online businesses across the company and with our physical stores.”

“Walmart is a special company,” said Ashe. “Growing up in East Tennessee, I have seen first-hand the difference it can make in the lives of its customers. E-commerce gives us a huge opportunity to expand and bring savings to many more people around the world. We have great things ahead of us and I am eager to get started and join the talented team already in place.”

As president of CBS Interactive, based in San Francisco, Ashe led the interactive content business with operations in the U.S., Europe and China. After leading the successful integration of CNET Networks with CBS, he and his team leveraged existing company assets to ramp up CBS entertainment content distribution online, including making CBS.com the largest television network site in the industry.

Prior to this, Ashe was CEO of CNET Networks, initially best known for providing technology-related information, product reviews and price comparisons through CNET.com. He also oversaw dramatic development in the company’s China division, taking it from a small magazine and events operator to a highly profitable, fast-growing online business. During his tenure, the company’s value increased from $100 million to $1.8 billion. Ultimately, Ashe led the sale of the company to CBS and became president of CBS Interactive at that time.

Earlier, Ashe founded a company focused on using the Internet to improve K-12 education in the U.S. Prior to this, he was a partner and managing director at private investment firm Crest Communications Holdings and, before that, was an associate at Smith Barney, the investment bank now part of Citigroup.

Ashe has an M.B.A. from the Harvard Business School and a B.S. in Business Administration, with a major in Finance, from Georgetown University. He serves on the boards of LivingSocial, AMC Networks and the Georgetown University Board of Regents.

Over the past year, Walmart has made investments in capabilities and talent as it continues to build Global eCommerce. It has also further strengthened its position through the acquisition of small Internet specialty companies and continues to expand in new markets such as China and Brazil, including a minority stake in Chinese Internet retailer Yihaodian.

The appointment comes on the heels of LivingSocial’s latest fundraising efforts, of which details started to leak out today. The Washington, D.C.-based daily deals company has reportedly attracted around $500 million in additional funding at a $3 billion valuation.

According to sources, those figures are accurate and that an announcement from LivingSocial should come soon.

What’s more, sources said the company is now on track to book more than $1 billion in revenues this year, which is double the conservative figure the company reported only four months ago.

As to Ashe, he is an interesting choice for LivingSocial’s board.

Most recently, Ashe (pictured here) was the president of CBS Interactive. He stepped down in December, but it was unclear at the time where the executive was headed.

Ashe joined CBS through the acquisition of CNET, where he was CEO. Sources said his role at LivingSocial is strictly as a board member; he will not be taking a managerial role.

Other LivingSocial board members include: Tim O’Shaughnessy, co-founder and CEO; Eddie Frederick, president and co-founder; Tige Savage of Revolution; Ted Maidenberg of USVP; Don Rainey of Grotech Ventures and Peter Krawiec of Amazon. Krawiec joined after Amazon invested $175 million, as part of the company’s round announced in December.

Ashe’s appointment to the board will add additional expertise as the company bulks up to go against market-leading Groupon. It must also fend off other entrants, ranging from such giants as Facebook and Google to more scrappy one-off niche sites focused on categories, such as families, pets or religions.

While Groupon grabs a lot of the spotlight, LivingSocial is growing rapidly too.

It has 1,200 employees and has expanded into a dozen international markets. It is adding about one million users a week to its email list, and has roughly 25 million in total.

In an internal memo distributed this morning, Soohoo says he was planning on leaving prior to Lanzone’s appointment, and had “made a personal commitment to work through the transition” until CBS found a replacement for former CBS Interactive head Neil Ashe.

SooHoo came to CBS three years ago, when it bought his startup – Dotspotter.com. Since then he’s run the broadcaster’s CBS.com site, as well as properties like Chowhound and Urban Baby.

I’ve asked CBS what it plans to do with TV.com, the sorta-Hulu video portal that Soohoo was also in charge of, which now seems a bit redundant given its acquisition of Clicker.

No word on that, but the company did provide this quote from CEO Les Moonves: “Anthony is a terrific example of the kind of entrepreneur who helps build our business, sets us up for continued future growth, and then stays very close to CBS to make sure we’re in constant connection with the best ideas and talent in Silicon Valley. I thank him for his contributions, and look forward to his counsel in the years ahead.”

CBS hasn’t named a replacement for Soohoo, and says it has no immediate plans to do so.

Here’s Soohoo’s e-mail:

From: Anthony Soohoo
Date: Wed, Mar 9, 2011 at 7:45 AM
Subject: The Next Chapter…
To: “Soohoo, Anthony”

Dear Colleagues,

After three rewarding years with CBS, I have decided it is time for me to pursue the next chapter in my life. In discussions with Leslie and Neil over the past eight months, I made a personal commitment to work through the transition until we had a new leader at CBS Interactive. Now that we have named Jim Lanzone as our new President, the time is right for me to step out and seek my next challenge.

I’ve always embraced the Taoist proverb that the journey is the reward and to say that we’ve had an amazing journey together is an understatement. I am especially proud of the product innovations and business growth that we have accomplished together. Reflecting on the past 3 years:

We’ve increased our business unit s revenue by 700%. CBS.com has increased its audience 10x and jumped from the 3rd ranked network video site to the top ranked network property for the past 27 months. We are now one of the top media properties around.
The CBS Audience Network became the fastest growing network growing video streams the past year by 206% and total minutes spent by 149%.
We’ve grown CHOW’s audience by 16x since 2008 – hitting the big time as a Top 10 food site in 2010 and winning the prestigious James Beard Award for “Best Web Site Focusing on Food”.

In short, this has been every bit an extraordinary ride and I thank you for your work in making this experience special for me, both personally and professionally. As I set off back into the entrepreneurial world, I want to extend my sincerest wishes to all of you for continued success.

Dream. Invent. Deliver.

Anthony

After BoomTown broke the news earlier today that CBS Interactive President Neil Ashe was stepping down from his job, we had a little chitchat as to why and what’s next.

“We were at the end of a successful transition and integration with CBS,” said Ashe about the media giant’s $1.8 billion purchase of CNET Networks in mid-2008, in a phone interview with me. “And so it was time for a breath of fresh air for me.”

What that breath will be, Ashe would not specify yet, because he said he had not actually looked around for a new gig as his contract with CBS was nearing its end.

“I wanted to finish this first,” he said about his job at CBS Interactive.

And what this is, said 42-year-old Ashe, is a “unique combination of Internet native and the power of broadcast media.”

He noted that the “Internet is now electricity–always on and everywhere–which means it is not such a unique thing, and so you can do almost anything.”

When Ashe came to CNET in 2002, he said the company was losing tens of millions of dollars and had to prove to marketers that online ads worked.

“It has definitely not been a straight path from there to here, and we have seen as much confusion as you can throw at us,” he said. “And, if anything now, the pace of change is accelerating.”

Neil Ashe (pictured here), president of CBS Interactive, is stepping down from his post.

CBS confirmed the move after BoomTown made inquiries recently, after hearing of various executives who had been contacted by the media giant about the position.

“Neil has helped make CBSi into the successful and profitable business it is today. Looking out into 2011, we are working on a relaxed timeframe to name a successor to his post, as he embarks on his next great thing,” said a spokesman.

It is not clear where Ashe is headed, nor who his replacement will be.

But an exec close to the situation said that Zander Lurie, who has worked closely with Ashe at CNET and CBS, will take on a bigger role.

Lurie is currently SVP of strategic development at CBS.

Several years ago, CBS bought CNET, where Ashe was CEO.

He had been at CNET since 2002, and replaced Quincy Smith as the interactive division’s head.

Gillespie’s old unit, the CBS Interactive News Group, has been folded into a group with the company’s “business brands,” including BNET and MoneyWatch. Greg Mason, who was running the business group, now oversees the whole thing.

This one is literally old news, since it was announced internally all the way back on Jan. 26. But as you may recall, tech and business outlets were under a government mandate that week not to write about anything that wasn’t related to what we then called the Apple (AAPL) tablet. (Remember those days?)

The move would be bigger news if it augured a bigger shake-up at CBS’s digital side, especially since CBS Interactive head Quincy Smith has finally left the company to open up his own M&A shop. But CBS spokeswoman Sarah Cain says that’s not the case.

In a few hours, we’ll get a better sense of how CNET has performed for CBS (CBS) since the company acquired it in a $1.8 billion deal in 2008. CBS is set to announce Q4 earnings shortly, and estimates range widely depending on which analyst you listen to. Anthony DiClemente of Barclays Capital, for instance, thinks Interactive revenue will increase 10 percent, while the unit’s earnings will decrease by 8.8 percent; the consensus calls for an increase of 31 percent and a 36.2 percent drop respectively.

Meanwhile, for completists: Here’s Interactive boss Neil Ashe’s announcement explaining Gillespie’s move and the subsequent changes.

From: Neil Ashe
To: CBSi-ALL
Sent: Tuesday, January 26, 2010 1:15 PM
Subject: Tech, News & Business Announcement

Team:

We begin 2010 in an exciting position. Our brands are growing, and we continue to attract huge audiences and many of the world’s largest advertisers. As we look to the future, our focus remains on creating great content and experiences for our users, and great marketing solutions for our customers.

To that end, we are making changes today that streamline our division by bringing two business units into one. Tech & News and Business will now operate as a single business unit led by Greg Mason. Dave Morris will directly manage the sales organization for this new business unit while remaining in his role as Chief Client Officer for CBS Interactive. Joe Gillespie will work closely with me, Greg and Dave on making this transition a success. He’ll be with us until the end of March, at which time he has decided to leave the company to pursue new opportunities and his other interests, including a new appointment to the board of Jinni.com.

The creation of this new business unit will let us capitalize on the combined power of some of our biggest and most influential brands including CNET, CBSNews.com, CBS MoneyWatch, BNET, ZDNet and TechRepublic. It will also allow us to create better alignment between properties like CBS MoneyWatch and CBSNews.com where there are natural synergies between the content and audiences. This is good for CBS Interactive, as well as CBS as a whole.

For our marketing partners, this change helps simplify how clients work with us.  Individually, each business unit has seen great success cross-pollinating content and selling programs. Combined, we have the ability to do even more of these types of programs, but even faster and on a much larger scale. Dave will work closely with the sales team to create programs that take advantage of the combined power of these leading brands.  And of course, Dave will continue to be our primary representative in the marketplace for CBS Interactive as a whole.

Those of you that have worked with Greg know that he has an incredible track record of building and operating world-class brands, and repeatedly transforming businesses into success stories. He joined CNET Networks in 2000 and was instrumental in rebuilding our business after the bubble burst. He helped lead the charge to launch the Messaging Plus ad units in 2001, which put CNET Networks on the map in terms of industry leadership and innovation. From 2004-2007 Greg led CNET Content Solutions, which he transformed into one of our fastest growing and most consistently profitable businesses. Since 2007, Greg has been at the helm of our business portfolio, during which time he has launched two important new brands–BNET and CBS MoneyWatch, as well as led the continued success of our storied IT brands–ZDNet and TechRepublic.

Greg’s unique ability to manage large businesses, as well as infuse them with his entrepreneurial spirit will serve this new team well as we build upon our success and look to the future.

During his 6 years at CNET Networks and CBS Interactive, Joe has been a driving force in the continued success of CNET.  Under his leadership, CNET is recognized today as the #1 tech media brand in the world, and CBSNews.com became a site worthy of the legacy of CBS News. In 2008, Joe architected the complete relaunch of CNET, which has resulted in record traffic growth ever since. The site recently eclipsed 100 million users for 3 consecutive months (an all-time record). Early on, Joe initiated the use of video across the site, taking CNET beyond just product reviews and making it the definitive resource for people who love technology and want to get the most out of it. This vision also included broadening the coverage model with new content additions like Car Tech and Crave.

At CBSNews.com, Joe led a major site redesign, which has reinvigorated the site, driving growth and attracting new advertisers with a renewed focus on photos and original content. Since its debut in mid-June, unique users are up 22%, page views are up 12% and video streams are up 28%. Joe and his team were also instrumental in helping Katie Couric launch her online presence, executing her Campaign and Inauguration webcasts, and most recently the @KatieCouric webcast.

In addition to being a good friend, Joe has been an invaluable member of my management team and I want to thank him for all his contributions over the years. Please join me in wishing him all the best in his new endeavors.

I’m excited about the possibilities this new business unit creates for us. We’ve got great leaders in Greg and Dave, and world class brands with exciting opportunities in front of them. I know that this new, combined team will achieve great success and I look forward to a prosperous 2010 with the entire CBS Interactive team.

Best, NA

Quincy Smith, the high-profile CEO of CBS Interactive, is planning on leaving his job at the media giant in January to start an advisory firm in Silicon Valley, according to several sources.

But, in an interesting twist, Smith (pictured here) will remain an adviser to CBS (CBS) under a multiyear contract, sources added, making it his first client.

UPDATE: CBS confirmed the move BoomTown earlier reported, in a press release below.

Apparently, Smith will focus intently on video monetization, authentication and other digital issues for the company. CBS is calling it a “transition to a new role,” in its official statement.

CBS Interactive President Neil Ashe will take over Smith’s duties, but without the CEO title, which was a relatively new one for Smith.

CBS is television’s most popular network again this season and its interactive properties are among the top ten in aggregate in both traffic and video.

“I’m very pleased to extend our relationship with Quincy, who is one of the finest minds working in Interactive media today,” said Leslie Moonves, president and CEO of CBS Corporation, in a statement. “Quincy helped put CBS Interactive on the map and we are now a Top 10 presence in premium content.”

Said Smith: “It’s a huge honor to count CBS as my first client. In three years, this company has grown its Interactive profile immeasurably, and yet there is so much more to be done. I love CBS and its people and I look forward to working closely with them to help CBS become the premier video content company, regardless of platform or screen.”

MediaMemo’s Peter Kafka wrote in May about the possibility of Smith departing CBS, where he has worked since late 2006.

As Kafka wrote, Smith has long wanted to start a new media consultancy and has also wanted to return to Silicon Valley.

In fact, the man BoomTown has dubbed the “Energizer Bunny of the Web” was an early employee at Netscape Communications in the Web 1.0 heyday, tried his hand at venture capital and worked on tech deals for media banking firm Allen & Co.

At CBS during the Web 2.0 era, Smith has been aggressively guiding the company into a series of transactions, including the $280 million acquisition of Last.fm in 2007 and the $1.8 billion purchase of CNET last year.

Smith has also been involved with digital issues related to CBS’s strong television assets. He has championed–unlike other media giants–widely distributing CBS content online and keeping control of its advertising sales.

People close to Smith say he often talks of trying to emulate Dan Case, the late brother of AOL founder Steve Case and the former CEO of Hambrecht & Quist, one of the more influential among Silicon Valley investment banks during the first Web boom.

Sources said that the time has now come and that the move is expected to be announced very soon.

It is also likely that Smith’s top business development exec at CBS, Mike Marquez, will also leave to join him at the still unnamed firm.

BoomTown suggestion for a name: Q 3.0.

Here’s Smith in a cameo for a video spoof after he paid $5 million for Wallstrip, the funny business video site which has since been severely sidelined:

QUINCY SMITH SIGNS MULTI-YEAR ADVISORY AGREEMENT WITH CBS CORPORATION

CEO of CBS Interactive to Depart in January 2010 but Will Continue Working with Company on Video Content Monetization, Among Other Projects

CBS Corporation announced today that Quincy Smith, Chief Executive Officer of its CBS Interactive division, will transition to a new role with the company beginning January 2010 as he starts an independent advisory business. In this new role, Smith will advise CBS on strategies and opportunities for growth across the Company’s interactive businesses. Smith, who had led CBS Interactive since November 2006, will remain with CBS Corporation as the division’s CEO through the end of 2009. Neil Ashe will continue as President of the division.

Smith will continue to be closely involved in CBS’s initiatives related to next-generation monetization of video, including oversight of the Company’s effort to explore authentication as a new, additive method of distribution. He will also advise on partnering with technology companies to expand CBS’s interactive presence, as well as explore new growth opportunities related to content, services and applications.

“I’m very pleased to extend our relationship with Quincy, who is one of the finest minds working in Interactive media today,” said Leslie Moonves, President and CEO of CBS Corporation. “Quincy helped put CBS Interactive on the map and we are now a Top 10 presence in premium content. His entrepreneurial spirit and his passion for the business have helped this Company attract some of the most creative minds working in digital media. I know he will continue to be successful in all he’s yet to do, and we’re very happy to have Quincy working with us in this new role at CBS.”

“It’s a huge honor to count CBS as my first client,” said Smith. “In three years, this company has grown its Interactive profile immeasurably, and yet there is so much more to be done. I love CBS and its people and I look forward to working closely with them to help CBS become the premier video content company, regardless of platform or screen. I especially want to thank Leslie for his leadership and counsel, and for giving me this opportunity to continue working with CBS.”

Smith came to CBS Interactive in 2006, and in three years helped build a division that has become a top ten property in terms of worldwide visitors and video views. CBS’s acquisition of CNET in 2008 added industry-leading Web sites like CNET.com, GameSpot, TV.com, chow.com and BNET.com to a portfolio that had already included top ranking properties like cbs.com, cbssports.com and last.fm. Today, CBS Interactive sites span nearly every category of premium content on the Web, across news, sports and entertainment.

Previously, Smith was an executive with Allen & Company, where he was involved with multiple transactions and advised companies such as Comcast, Google and CBS. Prior to Allen & Company, Smith was a Founding Partner of The Barksdale Group, a venture capital firm. Previously, Smith spent five years at Netscape where he ran Investor Relations and Corporate Development and played a role in over 20 joint ventures, investments and acquisitions including Netscape’s ultimate sale to AOL. Prior to that, Smith was an investment banker for Morgan Stanley.

When it reports its first-quarter earnings this afternoon, CNET Networks (CNET) will also announce a much expanded editorial and advertising relationship with Yahoo (YHOO) that will give the tech news site broad distribution on the highly trafficked Internet portal.

CNET and Yahoo have had content licensing deals in the past, in which some CNET content has been featured in the tech areas of Yahoo.

But in 2006, Yahoo launched a more robust tech section, which includes original blogs and reviews, and which many saw as a direct competitor to sites like CNET.

Yahoo more recently launched a Tech Ticker site, a blog-like site aimed at tech investors with original material and a lot of videos, along with content from partners (including AllThingsD.com).

Under the new deal, sources at both companies said a large swath of CNET tech news and also reviews will be carried on Yahoo, making it the major supplier of tech news content to the site. Rather than just focusing on its owned-and-operated properties, Yahoo’s more recent strategy has been to partner with media companies.

In addition, under the terms of the deal, Yahoo will sell some of CNET’s remnant inventory and also allow CNET ad sales staff to sell into some areas of Yahoo.

This deal is likely to be touted as a big win for CNET’s current management, including CEO Neil Ashe, who has been under siege from a group of dissident shareholders who are unhappy with the company’s lackluster performance and have called for a variety of significant changes.

Unfortunately, for CNET (CNET) Networks, it’s not an April Fool’s joke, but more lump of coal to the tech news and review site’s management and board.

Today, a group of very obviously stubborn activist investors, who have been seeking to gain CNET board seats and make other major changes at the company to boost its moribund stock price, will release their own assessment of the situation at the company called, “CNET: Value-Unlocking Change For All Shareholders.”

And their conclusion is no surprise: CNET has failed to deliver for shareholders and its whole operation, along with the board and executive suite, need a complete overhaul.

Since CNET’s major shareholders have been relatively passive and complacent, despite recent declines in the company’s stock price, it is not clear exactly how effective such tactics will be.

And last week, CNET kind of beat the disgruntled group to the punch by throttling itself and announcing that it was conducting layoffs and also making a variety of key changes, as part of a task force to improve the company’s performance.

As BoomTown wrote in a post about the situation:

Thus, to assuage Wall Street, the courts and, well, to look like it was getting busy, CNET laid off 10 percent of its U.S. workforce, or 120 employees, as well as saying it would be fixing a range of other things gone wrong at the company.

That included cutting costs, upgrading technology, rejiggering content offerings, fixing the sales process and “implementing business unit changes to realign resources to support the company’s strategic priorities and promote efficiencies.”

Well, at least the bathrooms are in good working order! But otherwise, that would be everything, right?

Interestingly, the 38-page report–prepared by an activist group led by Jana Partners, and includes Alex Interactive Media, Sandell Asset Management, Spark Capital Management and Velocity Interactive Management–agrees, except that it wants to shove aside the current crew at CNET and be the ones to make the needed changes.

As the group notes in the report’s executive summary not-so-subtly titled “CNET’s Destruction of Shareholder Value”:

The current leadership of CNET Networks Inc. (“CNET” or the “Company”) has presided over massive value destruction, with CNET’s shares declining (25)%, (52)% and (21)% in the one, two and three year periods ended March 28, 2008, respectively, compared to 39%, 6% and (1)% changes, respectively, for its stated benchmark peer index, as set forth herein. Also as set forth herein, CNET has also consistently underperformed peers in profitability and growth, ranking last among these peers in key metrics. This underperformance comes despite CNET’s premiere assets, including the tenth largest collection of Internet sites in the world and strong brands and content.

CNET’s current leadership now claims it can reverse course and begin creating shareholder value, but we believe they have offered no evidence that they can do so. Despite years of shareholder value destruction, CNET’s leadership during this time failed to act on the urgent need to make fundamental strategic and operational change, instead pursuing a failed expansion strategy even as CNET fell further behind. CNET’s leadership did not even start examining the basics of improving performance until we called for change, both publicly and directly with CNET’s Board of Directors.

In addition, we believe CNET’s Board and senior management lack the industry-specific experience and expertise to stop this shareholder value destruction. CNET’s Board of Directors’ backgrounds in our opinion are primarily in traditional media or early-stage technology rather than today’s digital media landscape, while its senior management team consists primarily of first time senior public company executives without significant operational experience at large Internet companies other than CNET.

Also, they take candy from babies!

Okay, maybe not that, but the group, which admits in the report that it is only an external review, posits that CNET needs a new board, made up–natch!–of its selected members.

That includes former AOL head Jon Miller, CAA exec Brian Weinstein and other Web execs from IAC and Overture, as well as reps from Spark and Jana.

The report also insults CNET’s expansion into verticals, such as shopping service MySimon, and calls its transition to Web 2.0 technology cloddish.

As for recommendations, the report says CNET must improve things like its monetization infrastructure, build a vertical ad network, make third-party ad deals, turbocharge its SEO techniques, add in more social media doodads, fix its publishing and content management system and, of course, cut costs.

The report also denies that the activist group is seeking to control the company, in order to essentially buy it without paying a premium, as CNET has contended.

And, finally, it outlines the grim road to the current tensions between CNET and the Jana group, including failed settlement talks, corporate moves and countermoves and, inevitably, the legal action.

For now, CNET’s board and management do not seem inclined to change their stance on its mano-a-mano with Jana, which recently won in court over being allowed to nominate directors to the board of the company. CNET has said it would appeal that ruling.

Clearly, CNET is taking a hard line, despite the fact that it has a somewhat weak position in regards to its glaringly obvious performance issues.

Thus the report from Jana, which is, basically, a we’ll-see-about-that! response.

In fact, as the report notes at the end:

CEO Neil Ashe has referred to this contest as a ‘chess game,’ which we believe perfectly encapsulates CNET’s misunderstanding of the situation. This should not be a game of legal tactics but a debate about the future of CNET and who is best qualified to guide the strategic direction of the Company and create maximum shareholder value.

No checkmate yet, of course, but now it is clearly CNET’s move.