In a live interview hosted by Syracuse University's Newhouse School of Public Communications, CBS CEO, Les Moonves talked about a number of important subjects - a major one being that the networks are no longer brands.
When you consider that there was a time when there was only three networks in the US, and in the minds of those watching them there were definitely the sense of branding involved, it shows how much things have changed over a relatively short period of time.
Moonves said what has replaced the network is the show. For example, he cited CSI, Survivor and Two And A Half Men as being brands. He said it would be great to be considered a place that offers quality across the board, but CBS (CBS-A) has a lot of "garbage on too," in addition to its winners.
What does this all mean? People aren't loyal to networks, they're loyal to shows. Networks are only as profitable and watched as their latest successful show.
Look at NBC (GE). They can't come up with a good show anymore. Other than "Heroes," they have nothing coming in the pipline they can count on. People don't go and watch NBC because it's NBC, although they will go and watch "Heroes" because it's "Heroes."
Further, this is all related to advertising as well. Agencies will buy a show now, not a network. This makes things less predictable and reliable. The branded TV show is now what is predictable as far as advertising revenue goes, not the network. That's the place where premium prices can still be counted on. When you go lower down the ladder where a show isn't near as branded or popular, all bets are off as far revenue that can be counted on over a period of time.
All of this has come about because of the brandless network media world we now live in.
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