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Mega media M & A now reigns, as mainstream entertainment and media companies such as Viacom and CBS simply hope to survive (not to mention competition) in a world still dominated by new technology-driven media companies. Apple, Amazon, AT & T and Google, which are running fundamentally different and more tolerant business models, or Netflix, which has practically decimated the once-lucrative bundle of cables. While mainstream media companies such as CBS and Viacom monetize only their content badets, the new technology-focused media moguls use content as a marketing medium to boost their ambitions. IPhone and Mac sales for Apple. Premium and shopping subscriptions for Amazon. Wireless plans for AT & amp; T. The content is their Trojan horse. Building on a fundamentally different set of obsolete rules, the expansion of the business model is an existential reality for traditional media companies such as Viacom and CBS. It means deeper engagement and monetization of consumers in every way possible.
The theme of the day is 360-degree multi-platform engagement. It involves the involvement of all forms of consumer engagement (television, cinema, over-the-top platforms or OTT and eSports driven by digital, immersive entertainment like VR and AR, and more and more outside the real world live experiences). That's why Viacom with CBS makes more sense than Viacom without CBS (and vice versa). More touch points with consumers mean more ways to monetize and more overall resilience of the business model. Think of it as a balanced financial portfolio. Same thing. That's what it's about.
Viacom brings to CBS much greater operational stability, a deeper content pool, as well as a much more comprehensive coverage than today. Yes, CBS owns Showtime and CBS All Access, two amazing successes in the face of fierce competition (on a much smaller scale than Netflix). But their international penetration is minimal. Viacom's Enter Bakac – which, as one might expect, has been named new CEO of the combined entities – and will lead CBS (as well as Viacom) to new international highs in a digitally dominated world where the Internet respects no international border and sees no physical footprint. . Bakish, after all, heads Viacom's international operations before Sumner Redstone chooses this choice to breathe new life into Viacom. International expertise is Bakish's "X" factor – a very good factor to consider in our borderless world.
And new life that he delivered. While Viacom was essentially numerically dead before Bakish's coronation (a suffocating deer in the face of systemic transformative changes in the world of media and entertainment), Bakish essentially channeled his interior, George Costanza, and "did the opposite." Viacom has purchased $ 340 million in the advertising video-on-demand (AVOD) service (Pluto TV) and placed it at the center of Viacom's digital universe, alongside giants of subscription video-on-demand (SVOD) Viacom has chosen a complementary counter-programming strategy to the CBS SVOD "All Access", and the marriage of this couple will be beneficial for both parties. Viacom also acquired the AwesomenessTV digital children's studio for a Comcast NBCUniversal song, paying only $ 50 million for a property valued at about 13 times that ($ 650 million) a few years ago.
Under the leadership of Bakish and as a hedge, Viacom has also invested in Jeffrey Katzenberg's new, mobile but still unenlightened Netflix Quibi service. Even more daring, Viacom has invested or bought its way into the multiplatform worlds of e-sports (investing in Super League Gaming) and in live entertainment (acquisition of Vidcon, the Comic-Con of the video world, then more Late, SnowGlobe, proclaimed as the largest New Year's Eve outdoor music festival in the country, to help raise MTV to its former glory). These bold moves over a relatively short period of time mean that Viacom now counts as a fan of multiplatform media.
CBS, whose scope is now quite amazing compared to Viacom's newly audacious, enjoys all the richness and global reach of Viacom. Now, its content and IP can find new ways to engage across platforms and around the world. At the same time, Viacom is benefiting from the success of CBS content and distribution, which gives the combined companies much more importance to offer marketers. Remember that it's all about scale with the giants of competitive media (technology and non-technology). Viacom's advanced marketing solutions are hoping to become the new "secret sauce" that should further monetize it by targeting relevant audiences with greater precision. Bottom line – bigger dollars.
Finally, let us not forget the importance of stability in all households. A Viacom / CBS wedding brings the stability of the ranks of Bakish-led leaders to a CBS home that was destroyed by the departure of Leslie Moonves not long ago. Families work better in stable environments. Just like the teams. Of course, Job 1 will fall to Bakish to appease the spirits of his unified troops amidst the inevitable blood that will be shed by the dismissals made in the name of efficiency. This is the human cost of our new world of technology-driven, brave (but often inhuman) media and entertainment.
Viacom and CBS. Maybe not the most romantic story. But, certainly, practical and predictable in a world of media and entertainment that is anything but.
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Mega-media mergers and acquisitions dominate the market as traditional entertainment companies like Viacom and CBS simply hope to survive (not to mention competition) in a world still dominated by new technology-driven media companies like Apple, Amazon, AT & T and Google are different and more lenient business models, or Netflix, which has practically decimated the once-lucrative bundle of cables on its own. While mainstream media companies such as CBS and Viacom monetize only their content badets, the new technology-focused media moguls use content as a marketing medium to boost their ambitions. IPhone and Mac sales for Apple. Premium and shopping subscriptions for Amazon. Wireless plans for AT & T. Content is their Trojan horse. Building on a fundamentally different set of obsolete rules, the expansion of the business model is an existential reality for traditional media companies such as Viacom and CBS. It means deeper engagement and monetization of consumers in every way possible.
The theme of the day is 360-degree multi-platform engagement. It involves the involvement of all forms of consumer engagement (television, cinema, over-the-top platforms or OTT and eSports driven by digital, immersive entertainment like VR and AR, and more and more outside the real world live experiences). That's why Viacom with CBS makes more sense than Viacom without CBS (and vice versa). More touch points with consumers mean more ways to monetize and more overall resilience of the business model. Think of it as a balanced financial portfolio. Same thing. That's what it's about.
Viacom brings to CBS much greater operational stability, a deeper content pool, as well as a much more comprehensive coverage than today. Yes, CBS owns Showtime and CBS All Access, two amazing successes in the face of fierce competition (on a much smaller scale than Netflix). But their international penetration is minimal. Viacom's Enter Bakac – which, as one might expect, has been named new CEO of the combined entities – and will lead CBS (as well as Viacom) to new international highs in a digitally dominated world where the Internet respects no international border and sees no physical footprint. . Bakish, after all, heads Viacom's international operations before Sumner Redstone chooses this choice to breathe new life into Viacom. International expertise is Bakish's "X" factor – a very good factor to consider in our borderless world.
And new life that he delivered. While Viacom was essentially numerically dead before Bakish's coronation (a suffocating deer in the face of systemic transformative changes in the world of media and entertainment), Bakish essentially channeled his interior, George Costanza, and "did the opposite." Viacom has purchased $ 340 million in the advertising video-on-demand (AVOD) service (Pluto TV) and placed it at the center of Viacom's digital universe, alongside giants of subscription video-on-demand (SVOD) Viacom has chosen a complementary counter-programming strategy to the CBS SVOD "All Access", and the marriage of this couple will be beneficial for both parties. Viacom also acquired the AwesomenessTV digital children's studio for a Comcast NBCUniversal song, paying only $ 50 million for a property valued at about 13 times that ($ 650 million) a few years ago.
Under the leadership of Bakish and as a hedge, Viacom has also invested in Jeffrey Katzenberg's new, mobile but still unenlightened Netflix Quibi service. Even more daring, Viacom has invested or bought its way into the multiplatform worlds of e-sports (investing in Super League Gaming) and in live entertainment (acquisition of Vidcon, the Comic-Con of the video world, then more Late, SnowGlobe, proclaimed as the largest New Year's Eve outdoor music festival in the country, to help raise MTV to its former glory). These bold moves over a relatively short period of time mean that Viacom now counts as a fan of multiplatform media.
CBS, whose scope is now quite amazing compared to Viacom's newly audacious, enjoys all the richness and global reach of Viacom. Now, its content and IP can find new ways to engage across platforms and around the world. At the same time, Viacom is benefiting from the success of CBS content and distribution, which gives the combined companies much more importance to offer marketers. Remember that it's all about scale with the giants of competitive media (technology and non-technology). Viacom's advanced marketing solutions are hoping to become the new "secret sauce" that should further monetize it by targeting relevant audiences with greater precision. Bottom line – bigger dollars.
Finally, let us not forget the importance of stability in all households. A Viacom / CBS wedding brings the stability of the ranks of Bakish-led leaders to a CBS home that was destroyed by the departure of Leslie Moonves not long ago. Families work better in stable environments. Just like the teams. Of course, Job 1 will fall to Bakish to appease the spirits of his unified troops amidst the inevitable blood that will be shed by the dismissals made in the name of efficiency. This is the human cost of our new world of technology-driven, brave (but often inhuman) media and entertainment.
Viacom and CBS. Maybe not the most romantic story. But, certainly, practical and predictable in a world of media and entertainment that is anything but.
