CBS
Kartik DuaMorgan ChevalMaria Eduarda OrzesServet BukceVanja Dekic
Background
Columbia Broadcasting System
• Entertainment• Cable Networks• Publishing• Local Broadcasting• Outdoor Americas
Portfolio
PortfolioCBS NEWS
One of the most followed news program all over the country.
Anchors
Bob Schieffer Ashley Morrison
Portfolio
CBS Morning News CBS This Morning
CBS TV Series
The Bing Bang Theory• Person Of Interest
CBS SitcomsTwo and a Half Men • How I Met Your Mother
CBS Corp Revenue
CBS+CW Network 31%
CBSTV Licensing
21%
TV Stations + Radio 19%
Outdoor Advertising +
Publishing 15%
Business Model
• Most Revenue from Advertising• Content Licensing & Syndication• Revenue 1.26 billion (2008) to 1.77 billion (2012)
Internal Environment
As per Indeed, top attributes for CBS internal Work Cultureo Compensation/Benefitso Managemento Job Securityo Job Cultureo Job Work/Life Balance
As per Glassdoor, internal employee review for CBS- Pros
o Monthly lunch and other events organizedo Health and PTO benefitso Very cooperative and supportive seniors or managerso Directors and seniors managers easily approachable by any employeeo Excellent benefits and compensationo Good place to learn and grow
- Conso Most career options in Californiao Heavy workload
S.W.O.T. Analysis
STRENGHTS WEAKNESSES
o Geographical diversityo Extensive content libraryo Audience diversity
o Distribution barrierso Tendency to skew the newso Dependency on advertising
OPPORTUNITIES THREATS
o Internal expansiono Mobile broadbando Online radio
o DVR-skipping commercialso Internet newso On-demand videoo Charlie Sheen departure
Audience
Baby Boomers Millennials
Audience Behavior
CBS Selling Place
Over 20 worldwide TV shows and series;
Souvenirs of TV shows and series;
Sold TV shows in over 60 countries;
Super bowl Commercials: ° Price ° Most watched
Competitive Analysis
Direct
o Fox Broadcasting Companyo ABC Cable Network Groupo NBC Television Network Companyo MTV Network Company
Competitive Analysis
Indirect
o The Walt Disney Companyo Time Warner o NBC Universal
New Opportunities
o Develop partnershipso Create on-demand TV websiteo Create own event management companyo Open a theme parko Create series based on blockbusters
New Concept
o CBS Academy
To practice and learn about The medias and broadcastingprofessions
Brand Personality
TV shows relate to CBS personality
Fun, smart, entertaining, classy, and serious.
Brand PlanOverview
CBS annual profits and graphics can show how CBS has
grown every year. CBS is one of the biggest channels in
America but they still have their competition and rivals not
only for TV Series and shows but also on advertising and
audience.
Objectives
CBS is one of biggest broadcasting network in
America, their plan for the future is become THE
MAJOR network and have the biggest ratings; bigger
than their competitors. Also, every year their profits
have to increase at least 10%. To achieve these goals
they will have to…
Strategies and Tactics
Target all types of audiences (Teens, Young
adults, adults and seniors) by creating new
series, shows, and events.
Enlarge their Social Media by creating more
“games” and promotions in order to have
more viewers and loyalty.
Hiring more young professionals to help with
newer ideas and plans.
Try to be more out there by and use face to
face marketing to spread CBS’s name.
CBS Brand Calendar
Q&A
Thank you!