Reviving CBS - The Leslie Moonves Way
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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.
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Case Details: |
Price: |
| Case Code |
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BSTR232 |
For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extra
ThemesLeadership
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Revival |
Competition |
Trends
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| Case Length |
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19 Pages |
| Period |
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1990-2006 |
| Organization |
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CBS Television |
| Pub Date |
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2006 |
| Teaching Note |
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Available |
| Countries
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US |
| Industry |
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Media,
Entertainment, and
Gaming
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Abstract:
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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.
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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:
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
Reviving CBS - The Leslie Moonves Way
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