CBS wants to pivot from telling people it’s the nation’s most-watched TV network to making them more aware of the programs it distributes across many different screens. The network, the flagship bu…
,” doesn’t even appear on the CBS TV network – only on the aforementioned streaming giant. Over time, some of CBS’ most popular offerings will become part of Paramount Plus, the new streaming-video outlet slated to be launched by its parent company, and having a brand that can vie with those that stand for high-quality TV – HBO, Netflix and Amazon come to mind – will be crucial.
Now, with the rise of streaming video, the task has grown arduous. “There’s so much out there,” says Alan Cohen, a former senior marketing executive at NBC and ABC who is founder and president of Hot Coffee Marketing Studio. Other media companies are trying to till similar terrain, and standing apart, he says, “is hard to do.”
CBS intends to change the tones depending on the program they accompany, using drums, perhaps, to play before “Survivor” or an acoustic guitar and the swing of a golf club before a PGA match. Viewers can expect to see the new marks for CBS News in the run-up to the unit’s coverage of the 2020 election, while CBS Sports’ transformation should be in place by February 7, when CBS broadcasts Super Bowl LV. Changes are in the works for designs associated with CBS Television Stations and CBS Television Distribution.
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