In the following the company of CBS Cooperation with a focus on CBS Television Net-work will be explored. After that the market position and the revenues will be examined.
The CBS Cooperation was organized in Delaware in 1986 and operates in five main businesses. The Cooperation sees itself as a “mass media company that creates and distributes industry-leading content across a variety of platforms to audience around the world”, which are Network Programming, Network News, Local Television, Radio Stations, Cable and Publishing. The business can be divided in Entertainment 60%, Cable Networks 16%, Publishing 6% and Local Broadcasting 20%. The acronym CBS stands for Columbia Broadcasting System. The cooperation owns 29 TV Stations, 16 of them are part of CBS Television Network which comes down to more than 200 local affiliates.
In the following paper the focus will be on the CBS Television Network which is a part of the Entertainment sector of CBS Cooperation.
Table of Contents
1 Introduction of CBS
2 Market analysis
3 Value Chain of CBS
4 Management and Strategies
Research Objectives and Themes
This paper examines the business model, market position, and strategic orientation of CBS Television Network within the competitive landscape of the American television industry, focusing on how the company manages the transition to digital distribution models in response to changing viewer behavior and advertising trends.
- Company profile and business segments of CBS Corporation.
- Structural and regulatory differences in the American TV market (broadcast, cable, premium).
- Analysis of the CBS value chain from production to distribution.
- Strategic responses to threats from digital streaming and on-demand services.
- Revenue generation through traditional advertising vs. new subscription models.
Excerpt from the Book
4 Management and Strategies
Especially the developments of new distribution channels like CBS All Access and CSBN in 2014 shows that CBS is clear about the threat, that most of the younger viewer watch television online or on demand. This supports the Network also towards new revenue sources because not only the on-air advertising during special times can make a lot of revenue, streaming with subscription is a new form of revenue source the networks has not used before. This is particular important because since the 1990ies, technological innovation changed the way people watch television. A survey found out that the big three networks season average prime-time shares are regressed on Multi-Video program distribution. This means it is important to have multiple platforms where viewers can access the content. Especially because of the advertising, a lot of viewer change their consumption of television content towards not advertising supported television content, so they change towards cable or to streaming. Furthermore the decline of the advertising revenues is a threat for the network. This means that the networks needs to establish alternative revenue models to keep the business going.
The CEO of CBS Cooperation said: “CBS All Access is another key step in the Company's long-standing strategy of monetizing our local and national content in the ways that viewers want it (…) This new subscription service will deliver the most of CBS to our biggest fans while being additive to the overall ecosystem. Across the board, we continue to capitalize on technological advances that help consumers engage with our world-class programming, and we look forward to serving our viewers in this new and exciting way”.
Summary of Chapters
1 Introduction of CBS: This chapter provides an overview of the CBS Corporation, its business segments, and the historical foundation of the CBS Television Network.
2 Market analysis: This section details the structure of the American television market and examines the competitive landscape, including major rivals like ABC and NBC.
3 Value Chain of CBS: This chapter describes the core operational value chain of CBS, covering content production, advertising, and distribution methods.
4 Management and Strategies: This chapter discusses how CBS addresses market threats such as declining linear TV viewership by implementing digital strategies and new subscription services.
Keywords
CBS, Television Network, Market Analysis, Advertising Revenue, Broadcasting, Digital Streaming, CBS All Access, Value Chain, Media Management, Prime-time Programming, Audience Demographics, Competitive Landscape, Subscription Models, Broadcast TV, Media Consumption
Frequently Asked Questions
What is the primary focus of this paper?
The paper focuses on the business operations, market standing, and strategic management of the CBS Television Network within the US media market.
What are the key themes addressed in this work?
Key themes include the competitive landscape of US broadcasting, the impact of digital media on traditional TV, and CBS's strategy for content distribution and monetization.
What is the central research question?
The research explores how CBS navigates the shift toward digital consumption and addresses the challenges posed by new streaming competitors and changing advertising dynamics.
Which scientific method is applied?
The study utilizes a descriptive approach, relying on industry analysis, financial reports, and survey data to evaluate the network's current market position.
What is covered in the main body of the text?
The main body covers a comprehensive market analysis, a breakdown of the CBS value chain, and an examination of management's strategic shift toward multi-platform distribution.
Which keywords characterize this work?
The work is defined by terms such as CBS, broadcasting, advertising revenue, digital streaming, and strategic management.
How does CBS compete with streaming platforms?
CBS competes by launching its own digital subscription services like CBS All Access and by syndicating content to streaming platforms like Amazon and Netflix.
Why is the "older" viewership of CBS considered a specific challenge?
As the average CBS viewer is 57 years old, the network must implement specific programming strategies to attract the younger, 18-49 demographic which is highly valued by advertisers.
- Quote paper
- Alexandra Adamek (Author), 2016, CBS in the American Market. Management and Strategy Analysis, Munich, GRIN Verlag, https://www.grin.com/document/334836
