Canadian media buyers and planners are in New York this week as the major U.S. broadcast networks reveal what’s in store for the next TV season. Marketing has asked some top agency executives to share their impressions of the week between presentations, parties and meetings.
Wednesday, May 16th: CBS
CBS delivered their upfront prime time line-up with both brute strength and stealth. An ironclad schedule that will once again position CBS as the number-one content provider 6 out of 7 days of the week.
Before the schedule reveal, the network brought out the big guns; LL Cool J performed with soprano Danielle de Niese, while Eli Manning spoke about Superbowl XLVII (which lives on the network) and his Tiffany ring. It was all in the spirit of being playful and celebrating a true network success story.
CBS has had an outstanding report card with proven hits such as Two and a Half Men, Hawaii Five O, The Good Wife, Person of Interest, Survivor, 2 Broke Girls, NCIS, Mike and Molly and Big Bang Theory. These well-known shows continue to grow in audience.
CBS’ strategy seems broader than those networks we’ve seen so far
• program acquisitions – 3 dramas and 1 comedy
• continue to be the most watched network
• tweak schedule to further strengthen line up by hitting every program genre
• position CBS as the undisputed leader across all screens
• development never stops
• further build on established programs with stronger story lines and world-class actors
• drive customer service excellence
• enhance the viewer experience with social media
One of CBS’ points of separation is to focus on great customer service. Often the networks dial-up the latest program acquisitions, talent pedigree, rank in the market place and platform offers, but rarely talk about their commitment to customer service excellence. Good on CBS for recognizing that great customer service is one of the key drivers for success.
Similarly to NBC, FOX and ABC, CBS spoke about programming everywhere and how they are using digital and social to compliment the viewer experience. CBS has launched a new division that will work hand-in-hand with the other CBS divisions to dimensionalize social media into everything they do. (CBS currently has 167 million fans.)
Related
• DaSilva on ABC’s ‘One Screen, One CPM’ Apporach
• NBC and Fox Duke It Out On Comedies, Drama
From a social media conversation standpoint, the new show Elementary is creating a lot of buzz; viewers like the modern take on period pieces. Let’s see how this well-packaged and casted the production plays out this fall. This show has all the right elements to make it a hit.
Last year, CBS’s mantra was don’t rebuild, reload. This year it’s all about having your cupcake and eating it to, which refers to a bulletproof number-one schedule filled with proven performers coupled with a commitment to deliver outstanding customer service and enhance the viewer experience with social media.
This is the ultimate winning combo for CBS – a model for our Canadian media counterparts to consistently mimic.
CBS’ four new programs
Dramas
Elementary – Sherlock Holmes in modern times starring Johnny Lee Miller and Lucy Liu
Made in Jersey – a legal drama in the big apple starring Janet Montgomery
Vegas – 1960s Vegas when the mob moved in, starring Dennis Quaid
Comedy
Partners – lifelong best friends – one straight, one gay
Robert DaSilva is managing director, trading at Mindshare Canada
