This document provides an overview of CBS Corporation, including its portfolio of entertainment, news, and broadcasting businesses. CBS generates revenue primarily from advertising, content licensing and syndication, and television/radio stations. It owns popular TV shows and news programs. Internally, employees report good benefits and compensation but note heavy workloads. Opportunities for CBS include expanding content offerings across new platforms, though increasing viewership fragmentation poses a threat. The document examines CBS's audience demographics, competitors, and strategies for maintaining its brand strength.

1. CBS
Kartik Dua
Morgan Cheval
Maria Eduarda Orzes
Servet Bukce
Vanja Dekic

2. Background
Columbia Broadcasting
System
• Entertainment
• Cable Networks
• Publishing
• Local Broadcasting
• Outdoor Americas

3. Portfolio

4. Portfolio
CBS NEWS
One of the most followed
news program all over the
country.
Anchors
Bob Schieffer Ashley Morrison

5. Portfolio
CBS Morning News CBS This Morning

6. CBS TV Series
The Bing Bang Theory • Person Of Interest

7. CBS Sitcoms
 Two and a Half Men • How I Met Your Mother

8. 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)

9. Internal Environment
As per Indeed, top attributes for CBS internal Work Culture
o Compensation/Benefits
o Management
o Job Security
o Job Culture
o Job Work/Life Balance
As per Glassdoor, internal employee review for CBS
- Pros
o Monthly lunch and other events organized
o Health and PTO benefits
o Very cooperative and supportive seniors or managers
o Directors and seniors managers easily approachable by any employee
o Excellent benefits and compensation
o Good place to learn and grow
- Cons
o Most career options in California
o Heavy workload

10. S.W.O.T. Analysis
STRENGHTS WEAKNESSES
o Geographical diversity
o Extensive content library
o Audience diversity
o Distribution barriers
o Tendency to skew the news
o Dependency on advertising
OPPORTUNITIES THREATS
o Internal expansion
o Mobile broadband
o Online radio
o DVR-skipping commercials
o Internet news
o On-demand video
o Charlie Sheen departure

11. Audience
Baby Boomers Millennials

12. Audience Behavior

13. 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

14. Competitive Analysis
Direct
o Fox Broadcasting Company
o ABC Cable Network Group
o NBC Television Network Company
o MTV Network Company

15. Competitive Analysis
Indirect
o The Walt Disney Company
o Time Warner
o NBC Universal

16. New Opportunities
o Develop partnerships
o Create on-demand TV website
o Create own event management company
o Open a theme park
o Create series based on blockbusters

17. New Concept
o CBS Academy
To practice and learn about
The medias and broadcasting
professions

18. Brand Personality
TV shows relate to CBS personality
Fun, smart, entertai
ning, classy, and
serious.

19. Brand Plan
Overview
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.

20. 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…

21. 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

22. CBS Brand Calendar

23. Q&A
Thank you!