There are lots of shots fired at the CEOs of our world day in and day out. They’re overpaid, out of step with the times, deaf to the changing needs of their industries, and a litany of other criticisms. It’s easy to knock the guy or woman at the top, whether it’s Bob Pittman, Marissa Mayer, Lew Dickey, Mark Zuckerberg, or Rupert Murdoch.
So when I received a link with a video (below) of CBS head honcho Les Moonves, I was hoping it wouldn’t be more executive blather, defensiveness, or posturing. He was featured on CNN’s Reliable Sources and discussed a wide range of topics in a 10 minute interview that is worthy of your time, whether you’re in TV, radio, or digital media.
The part I thought was most worth sharing revolves around Moonves’ view of the media environment. When he made this statement about viewing patterns, he got my attention:
“The world is really very, very different. Look, we run a broadcast network. 75%+ of our audience still watches the shows in their time period. In other words, they tune in 8 o’clock Tuesday night to watch NCIS. And 8 o’clock on Thursday to watch The Big Bang Theory.”
And at this point, I started thinking that here’s another broadcast CEO grasping at the old model, defending the way it’s always been, and changing the topic away from the digital future. But then Moonves added this, acknowledging the simple truth that this majority doing all the traditional TV viewing is in the process of eroding:
“And that number will come down. It will come down. And for that 25%, you know, the great news is – that number is going to continue to go up – we want to be available to reach people everywhere.”
The active, strategic pursuit of that new audience – the portion that is quickly changing and rapidly growing – is what makes Moonves’ vision compelling and worth emulating. And to put a point on it, he added this observation about his role as a media chieftain in this changing media ecosystem:
“My job is to reach them wherever I can so I can be a great broadcaster and also look forward to the future online, and they’re not mutually unacceptable.”
As radio broadcasters often struggle with that same conversation about the traditional strength of towers and transmitters, while acknowledging the exciting future of new gadgetry, platforms, and content consumption, the balancing act described by Moonves is what the present-day reality is all about. Serving an aging core while providing a smooth pathway for a younger, tech-engaged audience is precisely the challenge. For CBS Television, Showtime, and the company’s other holdings, great content opens up the possibilities for more avenues for consumers.
It’s fascinating to watch a forthright interview with one of media’s chief executives who reminds us that broadcasters can have it both ways.
You can watch it in its entirety below:
>Email Recipients: Click here to watch Les Moonves interview<
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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