Reviving CBS - The Leslie Moonves Way


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:
Case Code : BSTR232 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges

Themes

Leadership | Revival | Competition | Trends
Case Length : 19 Pages
Period : 1990-2006
Organization : CBS Television
Pub Date : 2006
Teaching Note : Available
Countries : US
Industry : Media, Entertainment, and Gaming

Abstract:

The case describes how Leslie Moonves, the President and CEO of US-based CBS Television, revived the CBS television network. Earlier, the television network aired shows that appealed only to old people and those in rural areas, and with such limited audiences, it was often ranked at the bottom in television rankings. The case examines in length the reasons for the fall of CBS from one of the leading television networks in the 1960s. It discusses the various steps taken by Moonves to attract younger audience, increase the network's viewership and regain the #1 position in television rankings. The case also describes the competition that CBS faces from other channels such as NBC, ABC and FOX, cable and satellite channels, and the Internet.

Issues:

» Examine the efforts made by a leader to revive a television network in trouble
» Study and analyze the nature of competition among the television networks in the US
» Critically analyze the trends in the US television broadcasting industry in the recent years
» Study the impact of cable television and the Internet on the US television industry

Contents:

  Page No.
Winner Again! 1
Background Note 2
CBS in Trouble 3
The Turnaround 5
The Launch of 'Survivor' 7
Focus on Research 8
CSI Takes Charge 9
CBS Regains Ground 10
Exploring New Revenue Opportunities 11
The Road Ahead 12
Exhibits 14

Keywords:

CBS Television, Leslie Moonves, US Broadcasting Industry, Television Network, FOX Broadcasting Company, NBC Television Network, American Broadcasting Company, Corporate Growth Strategies, Corporate Turnaround Strategies, Reality Show, Survivor, Television City, Prime Time Network, US Television Industry

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