New know-how would be the focus of the Shopper Electronics Present, however CBS President and CEO Leslie Moonves argued on-stage in the present day that tech is probably not altering his enterprise as a lot as you may assume.
“On the finish of the day, you continue to have to inform good tales,” he stated throughout an interview with MediaLink’s Michael Kassan. Moonves contrasted that strategy with a presentation from a rival community that targeted totally on the tech and “how they might promote it on the market.” Moonves’ conclusion: “The rationale for that’s their content material was crap.”
That stated, CBS is shifting into new modes of distribution with its subscription streaming service CBS All Entry. Moonves credited “our interactive guys” (together with CBS Interactive CEO Jim Lanzone) for coming to him 18 months in the past and saying they needed to make the community’s packages out there excessive (i.e., not by means of a cable supplier).
Moonves’ preliminary response was supposedly to offer “12 the reason why it was a nasty concept,” however over time his group stored bringing it up, and he determined it was worthwhile to succeed in the nation’s 10 million broadband-solely houses.
“I don’t care the place you watch our exhibits — simply watch them,” he stated. Moonves made an identical remark when discussing Nielsen’s score system: “We don’t care the place you watch it or whenever you watch it — we simply need it to get counted and we need to receives a commission appropriately.”
In any case, Moonves famous that CBS is “greater than 50 % promoting based mostly. And with time-shifted viewing, he argued that in a single day scores at the moment are “nearly ineffective,” and that CBS has to “be extra affected person.”
“Our info is now coming from so many various locations over a a lot logner time period,” he added. “The thought of success or failure could be very totally different.”
Kassan identified that reaching viewers immediately might additionally give CBS leverage with the cable operators (the corporate had an prolonged dispute with Time Warner again in 2013). Whereas Moonves didn’t precisely disagree, he stated that wasn’t what motivated the corporate.
“The actual cause for going excessive isn’t to have the ability to circumvent MVPDs, it actually isn’t,” he stated. “It’s to make our content material obtainable to people who find themselves utilizing cellular.”