CBS 'Eyes' Initiative for Media Business

CBS 'Eyes' Initiative for Media Business

NEW YORK, March 23 /PRNewswire/ -- Earlier today, CBS Corporation announced that it has awarded its media account for the CBS Television Network and Showtime Networks to Interpublic agency Initiative following a competitive review.

Initiative will be involved in media strategy and will plan and buy national advertising in broadcast television, cable, radio, print and interactive for the CBS Television Network and Showtime Networks. A bi-coastal entertainment team from Initiative will begin work on the account immediately.

"Initiative understands who we are and where we are going," said CBS Marketing Group President George Schweitzer. "The Initiative network offers us the reach, the know-how and the creative talent to help us maintain our edge in the crowded and competitive media marketplace."

"The market is becoming increasingly oversaturated and it's more important than ever for Showtime and all the CBS brands to extend our reach into nontraditional outlets and online relationships," said Len Fogge, executive vice president, creative and marketing, Showtime Networks. "Initiative brings to the table the resources and expertise that we are looking for to effectively reach desired audiences."

"CBS and Showtime are two extremely exciting entertainment brands that will allow us exceptional opportunities for creativity and innovation across new and emerging platforms such as podcasting, wireless, streaming video as well as the more traditional choices," said Alec Gerster, chief executive officer, Initiative Worldwide. "With our long standing extensive entertainment experience, capabilities in television promotion, creativity and innovation, we can't wait to get started."

About CBS Corporation:

CBS Corporation (NYSE:CBS.A)(NYSE:CBS) is a mass media company with constituent parts that reach back to the beginnings of the broadcast industry, as well as newer businesses that operate on the leading edge of the media industry. The Company, through its many and varied operations, combines broad reach with well-positioned local businesses, all of which provide it with an extensive distribution network by which it serves audiences and advertisers in all 50 states and key international markets. It has operations in virtually every field of media and entertainment, including broadcast television (CBS and UPN), cable television (Showtime and CSTV Networks), local television (CBS Television Stations), television production and syndication (CBS Paramount Television and King World), radio (CBS Radio), advertising on out-of-home media (CBS Outdoor), publishing (Simon & Schuster), theme parks (Paramount Parks), digital media (CBS Digital Media Group and CSTV Networks) and consumer products (CBS Consumer Products). In Fall 2006, UPN will cease operations and The CW, a new fifth broadcast television network, will launch as a joint venture between Warner Bros. Entertainment and CBS Corporation. For more information, log on to www.cbscorporation.com.

About Initiative:

Initiative is one of the country's leading independent media services companies. The company brings together an unparalleled capital of media expertise, global research and technology to deliver effective media communications solutions for marketers to grow brands and build business. With a presence in nearly 20 markets in North America, Initiative manages media planning and buying for numerous leading corporations including America Online, Bayer Corporation, Coors Brewing Company and The Home Depot. Globally, the company operates 95 offices in 58 markets on six continents. Initiative is a member of the Interpublic Group of Companies.

Source: Initiative

CONTACT: Leah Gross of Initiative, +1-212-605-7202,
leah.gross@us.initiative.com

Web site: http://www.cbscorporation.com/

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Profile: intent