CBS president and CEO George Cheeks sheds light on the network’s strategic choices due to significant challenges, including the fallout from unsuccessful negotiations with writer and actor unions in 2023.
This controversy led to a more than 30% ratings drop for CBS, despite its 15-year reign as the No. 1-rated network. Shows like “Ghosts” and “Young Sheldon” faced delays, highlighting the network’s struggle to effectively navigate the strikes by WGA and SAG-AFTRA.
This scenario necessitated an unusual programming pivot, with CBS airing titles such as “Star Trek: Discovery” and “Yellowstone,” previously exclusive to Paramount+.
Ever wonder how a show is pegged for streaming or for broadcast TV instead? #CBS executive George Cheeks spoke about the process in a recent interview, discussing the mixing of streaming and linear. https://t.co/MzFwz66Xwg
— The Streamable (@TheStreamable) March 19, 2024
As George Cheeks articulated, the strategic dilemma for CBS revolves around balancing broadcast demands with streaming ambitions, especially after the significant viewership decline.
Under ordinary circumstances, the network’s schedule cannot accommodate an extensive array of shows for both streaming and broadcast premieres, largely due to affiliate preferences for CBS-specific content.
The “NCIS” franchise is a prime example of how Paramount Global navigates this decision-making process, prioritizing broadcast for shows intended specifically for CBS, thereby addressing affiliate concerns and shaping the future strategy for show selection.
George Cheeks commented, emphasizing the network’s commitment to careful selection and scheduling of shows.
In these challenging times, our strategy remains focused on quality over quantity.
This approach aims to maintain CBS’s legacy of delivering premier content while adapting to the evolving entertainment landscape. The delicate balance between broadcast and streaming premieres, as seen with the “NCIS” franchise, underscores the network’s strategic prioritization.
Cheeks further explained the network’s future strategy, stating,
We’re charting a course that respects our affiliates’ preferences and our audience’s evolving viewing habits.
This statement reflects a keen awareness of the need to adapt to the shifting dynamics of television consumption, ensuring that CBS remains competitive in a digital age. As CBS navigates these waters, integrating streaming content like “Star Trek: Discovery” has become a testbed for this adaptive strategy.
Read More: CBS Chief Affirms Star Trek as Paramounts Priority Addresses Delay in Legacy Greenlight
The journey of CBS through the tumultuous waters of industry strikes and a shifting entertainment paradigm reveals a network at a crossroads. George Cheeks’ insights into the decision-making process offer a glimpse into the strategic considerations guiding CBS and Paramount Global.
As the network aims to rebound from its recent setbacks, focusing on selectively premiering content that resonates with its traditional broadcast audience and streaming viewers signals a cautious yet optimistic outlook for the future.
As an avid streamer, you can access Paramount Plus outside US with the help of ExpressVPN and access CBS content on it.
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Jane Davies
