CBS Urges Upfront Advertisers To Stick With The Winner

“Nobody on Earth brings more quality programs to audiences than we do,” CBS CEO Les Moonves told buyers today at his company’s annual Carnegie Hall presentation. The traditional media triumphalism provided a contrast with his rivals’ efforts this week to talk up corporate synergies and digital initiatives — especially as tech powers including Google, Microsoft, Yahoo and AOL try to win dollars to online video. “Our friends in Silicon Valley are expanding from developing logarithms to developing television shows,” Moonves says. Following the tech NewFronts presentations, he added, “They used to call us OldFronts until they started doing exactly what we do.”

Despite the bravado, even CBS can’t ignore the growth of  — and advertiser interest in — online viewing. The CEO noted in passing “our ever-expanding digital and interactive business” and said “the best news for all of us is that every eyeball is being counted.” CBS Network Sales President Jo Ann Ross kicked off the event promising “custom multiplatform solutions” to reach people “where ever they are and whenever they are watching.” But the company provided no details.

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