Indiantelevision.com Team

(18 April 2007 5:00 pm)

MUMBAI: US broadcaster CBS has launched CBS Connections. This is a newly branded sales and marketing unit designed to meet Madison Avenue's growing need for cross-platform solutions.

CBS Conections will provide clients with the reach and consumer engagement delivered by its multiple properties including CBS Entertainment, CBS News, CBS Interactive, CBS Sports, CBS Paramount Television, CBS Television Distribution, CSTV, Showtime, CBS Radio and CBS Outdoor, among others. The new unit will work closely with the also recently launched CBS Riot, a cross-platform unit that focuses on servicing clients on the local level.

The launch of CBS Connections underscores the conclusions of a recent survey by the Association of National Advertisers which shows that integrated marketing communications now rivals return on investment as a top issue confronting marketers.

CBS Television Network president sales Jo Ann Ross says, "CBS' divisional assets are second to none and advertisers want to harness the power of our brands to address their increasingly complex marketing needs.

"Through CBS Connections we are fully equipped to deliver the integrated, creative solutions that Madison Avenue is looking for. The combined national reach of our television, radio, outdoor and interactive properties allows us to work hand-in-glove with a broad range of clients to develop customised media-marketing ideas."

The launch of CBS Connections underscores the conclusions of a recent survey by the Association of National Advertisers which shows that integrated marketing communications now rivals ROI [return on investment as a top issue confronting marketers.

"CBS's divisional assets are second to none and advertisers want to harness the power of our brands to address their increasingly complex marketing needs. Through CBS Connections we are fully equipped to deliver the integrated, creative solutions that Madison Avenue is looking for. The combined national reach of our television, radio,
outdoor and interactive properties allows us to work hand-in-glove with a broad range of clients to develop customised media-marketing ideas."

Fred Sawabini has been named CBS Connections senior VP and will head up the group while reporting into Ross. Since joining CBS in January, Sawabini has forged multi-platform deals with clients such as BF Goodrich and John Hancock.