CBS: A Brief History
Today's modern Columbia Broadcasting System (CBS) Corporation started out as the United Independent Broadcasters (UIB) in 1927. During this time, the only radio broadcasting station was the National Broadcasting Company (NBC), and finding available work was difficult. Wrestling with this limited selection of radio-related jobs, Arthur Judson created his own network. Not a year later, though, the United Independent Broadcasters network faced financial loss as it struggled to overcome NBC's dominance of the media. The Columbia Phonograph company became Judson's strong partner, eventually buying UIB and renaming it to Columbia Phonograph Broadcasting System. However, in 1929, company owners switched again as Columbia Phonograph sold rights back to Judson and William S. Paley, whose family advertised cigars on the station, purchased them. With William S. Paley in charge, the company was finally coined CBS and business began to boom.
Under Paley's leadership, the network's stations grew to over 100 and profits more than tripled. By the 1930's, Paley decided that the best way to bring in international attention was to create the first network news radio station, the Columbia News Service. Edward R. Murrow was hired as the head of the branch in 1935, and modern news was born.
CBS had made other highly influential advances during this time that helped the network and news station grow. In 1938, the company purchased the American Record Corporation, which was later renamed to the Columbia Recording Corporation. By 1948, Columbia Records released the world's first long-playing record. This new invention brought in revenue for the company and attracted A-list celebrities. At the same time, television was beginning to gain momentum, and this introduction of fame helped push the company to the visual broadcasting scene. By the late 1940's and early 1950's, CBS was coined the "Tiffany Network," where comedies like The Beverly Hillbillies and The Andy Griffith Show, as well as high-brow dramas such as Studio One and The Ed Sullivan Show, attracted a wide audience. The company quickly became the second largest broadcasting network in the nation, a direct rival to NBC.
As CBS branched into television, the news broadcasting branch followed suit. On the Pearl Harbor attack, 1941, CBS television and radio hosts joined together to deliver a 90 minute live report. This was revolutionary at the time, and it altered the face of live television around the world. In addition, in 1948, the CBS Television News became the first regularly scheduled television news program, featuring Douglass Edwards as the anchor. By the 1970s, well known programs such as 60 Minutes began and the renowned Walter Cronkite became a critical anchor.
Following these major developments, the company has continued its strong news influence throughout the decades. In the 1990's, the company decided to focus on news broadcasting. Currently, CBS's reach branches from television stations to their popular CBSN (CBS News) website. However, the company does still dabble in old historical ties to generate revenue, creating hit shows such as CSI: Crime Scene Investigator and Survivor. As CBS maintain's its status as an integral part to the news outlet, as well as continuing to capture audiences with new shows, its' impact is expected to persist and strengthen over the years.
Under Paley's leadership, the network's stations grew to over 100 and profits more than tripled. By the 1930's, Paley decided that the best way to bring in international attention was to create the first network news radio station, the Columbia News Service. Edward R. Murrow was hired as the head of the branch in 1935, and modern news was born.
CBS had made other highly influential advances during this time that helped the network and news station grow. In 1938, the company purchased the American Record Corporation, which was later renamed to the Columbia Recording Corporation. By 1948, Columbia Records released the world's first long-playing record. This new invention brought in revenue for the company and attracted A-list celebrities. At the same time, television was beginning to gain momentum, and this introduction of fame helped push the company to the visual broadcasting scene. By the late 1940's and early 1950's, CBS was coined the "Tiffany Network," where comedies like The Beverly Hillbillies and The Andy Griffith Show, as well as high-brow dramas such as Studio One and The Ed Sullivan Show, attracted a wide audience. The company quickly became the second largest broadcasting network in the nation, a direct rival to NBC.
As CBS branched into television, the news broadcasting branch followed suit. On the Pearl Harbor attack, 1941, CBS television and radio hosts joined together to deliver a 90 minute live report. This was revolutionary at the time, and it altered the face of live television around the world. In addition, in 1948, the CBS Television News became the first regularly scheduled television news program, featuring Douglass Edwards as the anchor. By the 1970s, well known programs such as 60 Minutes began and the renowned Walter Cronkite became a critical anchor.
Following these major developments, the company has continued its strong news influence throughout the decades. In the 1990's, the company decided to focus on news broadcasting. Currently, CBS's reach branches from television stations to their popular CBSN (CBS News) website. However, the company does still dabble in old historical ties to generate revenue, creating hit shows such as CSI: Crime Scene Investigator and Survivor. As CBS maintain's its status as an integral part to the news outlet, as well as continuing to capture audiences with new shows, its' impact is expected to persist and strengthen over the years.
CBS: Its' Intended Audience
Throughout history, each consecutive generation experiences different circumstances than the last. Recently, more jobs are becoming unavailable as the population continues to grow. Due to this, a multitude of young adults who would normally start a life of full independence post-college graduation are forced back into their parent's basement in search of any paying job. Now, instead of families beginning with young adults in their mid-twenties, families are forming later in life and lasting further into older-aged years.
This particular situation has caused CBS's intended audience to change in recent years. CBS is targeted to inform educated, settled adults (typically with families) on current news updates. In addition, advertisers on CBS aim their commercials to the population that is most likely to purchase their product. Because of these things, CBS's past age range was on average 18 to 45. However, this has shifted in modern times, as CBS now works to attract ages 25 to 54. Adults ages 25 to 54 are now more likely to be settled, hold a well paying job, have a family, and spend money on commercially advertised products than younger adults are.
This does not mean that CBS is no longer targeting the younger audience as well. CBS workers have created multiple apps, report on popular culture stories, and keep up with television fads through shows such as The Big Bang Theory to sustain the draw to younger audiences. The company is simply emphasizing the aging audience stronger than in it has in the past, as these are the people most likely to engage in consumerism.
This particular situation has caused CBS's intended audience to change in recent years. CBS is targeted to inform educated, settled adults (typically with families) on current news updates. In addition, advertisers on CBS aim their commercials to the population that is most likely to purchase their product. Because of these things, CBS's past age range was on average 18 to 45. However, this has shifted in modern times, as CBS now works to attract ages 25 to 54. Adults ages 25 to 54 are now more likely to be settled, hold a well paying job, have a family, and spend money on commercially advertised products than younger adults are.
This does not mean that CBS is no longer targeting the younger audience as well. CBS workers have created multiple apps, report on popular culture stories, and keep up with television fads through shows such as The Big Bang Theory to sustain the draw to younger audiences. The company is simply emphasizing the aging audience stronger than in it has in the past, as these are the people most likely to engage in consumerism.
Works Cited
Erickson, Harold L. "CBS Corporation." Encyclopædia Britannica. Encyclopædia Britannica, Inc. Web. 09 May 2017.
Fixmer, Andy. "From CBS, Advertisers Get the Older Viewers They Want." Bloomberg. 06 Sept. 2012. Web. 09 May 2017.
"History of CBS Television Network." FundingUniverse. Web. 09 May 2017.
Libby, Mason, Jessica, and Chris. "Invention." History of the LP Record. Web. 09 May 2017.
Lynch, Jason. "Infographic: How CBS Dominates Among Consumers." Adweek. 04 May 2015. Web. 09 May 2017.
Fixmer, Andy. "From CBS, Advertisers Get the Older Viewers They Want." Bloomberg. 06 Sept. 2012. Web. 09 May 2017.
"History of CBS Television Network." FundingUniverse. Web. 09 May 2017.
Libby, Mason, Jessica, and Chris. "Invention." History of the LP Record. Web. 09 May 2017.
Lynch, Jason. "Infographic: How CBS Dominates Among Consumers." Adweek. 04 May 2015. Web. 09 May 2017.