Upfront Week, Day Three: CBS...Everywhere?

CBS is making few changes to its fall schedule, adding only five programs. But content is no longer the sole focus of CBS’s strategy, as evidenced by the fact that the network’s presentation spoke equally to content and distribution. Early on in the presentation, the audience was taken through a quick recap of all that the CBS Corporation can offer, from radio and outdoor to Internet and TV. At some point in the middle, the presentation shifted from distribution to content when Anthony E. Zuiker, the creator of the CSI franchise, addressed the crowd. Mr. Zuiker enthusiastically explained CBS's vision of the marriage of content and distribution, with CSI at the forefront. Next season, CSI will live beyond the TV, with webisodes, mobile content, and gaming platforms all playing an integral role in the storyline.

While we have seen content evolve beyond television, CBS's approach is to plot out the story with other platforms in mind at the start and sustain their involvement throughout the season, as opposed to the current one-offs and filler that often mark webisodes and mobisodes. While this tactic has the potential to make multi-platform deals more appealing to advertisers, the question remains as to whether the viewer will follow. CBS' audience, with the oldest median age of the broadcast networks, may be ill-equipped to take advantage of the enhanced contextual experience.

Zenith will be able to tell if this approach is working to bring added value to our clients, as we have made significant investments to deliver on our "Follow the Video" philosophy. In March, Zenith entered into a deal with the Nielsen Company to subscribe to services that measure mobile video, online video, and out-of-home video viewing.

As for content, CBS is out to grab the title of the signature network for comedy, and is looking to make you laugh with two new sitcoms. One is hoping to pick up the ratings from Two and a Half Men’s lead-in on Mondays, the other helping to create a new comedy block on Wednesday nights.

But the new offerings aren’t all fun and games. CBS already delivers some of the most popular crime dramas around, and are adding to it with two new series that center around science fiction to solve cases. Also added is a new “dramedy” that includes a dose of paranormal activity, but has romantic overtones.

In all, two new comedies and three dramas are moving in to the Eye’s lineup. Returning series include How I Met Your Mother, The New Adventures of Old Christine, Rules of Engagement, The Unit, The Amazing Race, Cold Case, CSI, CSI: Miami, CSI: NY, Ghost Whisperer, NCIS, Numb3rs, Without a Trace, Survivor, Two and a Half Men and freshman series The Big Bang Theory.



Fall 2008

The Worst Week: Monday 9:30-10PM / Half Hour Comedy
Universal Media Studios, CBS Paramount Network Television
Executive Producers/ Directors: Adam Bernstein (Director), Matt Tarses, Jimmy Mulville (Excutive Producers)
Cast: Kyle Bornheimer, Erinn Hayes, Kurtwood Smith, Nancy Lenehan
Summary: An entertainment magazine editor jumps through hoops to please his girlfriend’s conservative parents who are unaware the couple is engaged and expecting a baby. Despite his best efforts, calamity follows every seemingly positive step forward.

Project Gary: Wednesday 8:30-9PM / Half Hour Comedy
ABC Studios, CBS Paramount Network Television
Executive Producers/Directors: Ed Yeager, Ric Swartzlander
Cast: Jay Mohr, Paula Marshall, Laura Marano, Ryan Malgarini, Jaime King
Summary: After 15 years of marriage, a recently divorced painting contractor juggles shared custody of two tweens, counseling with his controlling wife and getting back into the dating scene.

The Mentalist: Tuesday 9-10PM / One-Hour Drama
Warner Bros. Television
Executive Producers/Directors: Bruno Heller, David Nutter
Cast: Simon Baker, Robin Tunney, Tim Kang, Owain Yeoman, Amanda Righetti
Summary: A detective with a famous past for being an admittedly fake psychic medium has a remarkable track record for solving serious crimes. Despite his uncanny ability to crack high profile cases, he forms a love/hate relationship with his superiors due to his blatant lack of protocol.

The Ex List: Friday 9-10 PM / One-Hour Drama
Twentieth Century Fox Television
Executive Producers/Dierctors: Diane Ruggiero, Jonathan Levin
Cast: Elizabeth Reaser, Rachel Boston, Adam Rothenberg, Alex Breckenridge, Amir Talai
Summary: A palm reader tells a 30-something woman she must marry one of her exes within a year or remain alone forever. Desperate to find the right man, she examines each of her past relationships with the help of her close circle of friends.

Eleventh Hour: Thursday 10-11PM / One-Hour Drama
Jerry Bruckheimer Television, Warner Bros. Television
Executive Producers/Directors: Jerry Bruckheimer, Jonathan Littman, Danny Cannon, Ethan Reiff, Mick Davis, Paul Buccieri
Cast: Rufus Sewell
Summary: Based on a British miniseries by acclaimed science-fiction writer Stephen Gallager, Eleventh Hour follows a staunch scientist employed as an advisor to the government. The biophysicist works hard to protect science from exploitation and represents the last line of defense in scientific crises and oddities.