Word: mtv
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...last week the opportunity to pair the largely fuddy-duddy CBS assets--broadcast television, radio and outdoor advertising--with Viacom's hipper, younger, cable and movie-studio properties--MTV, VH-1, Nickelodeon and Paramount Pictures--was a deal too good for Karmazin not to persuade Redstone to believe in. "Look, we didn't need a studio," Karmazin says, smiling. "But nobody in the world can tell me it's a bad idea to have...
Those assets include household names like CBS, Paramount, MTV, VH-1 and Nickelodeon in addition to properties such as UPN, TNN, Showtime, Simon & Schuster publishing and others, giving the company cradle-to-grave demographics. For example, CBS draws the 50-plus crowd, which will be more than offset by Nickelodeon's and MTV's decisively Gen Y and younger constituency. "My kids will respect me more because I'm involved with a channel [MTV] they actually watch," says CBS president Leslie Moonves...
When Redstone shifted the talks to a hotel suite, a more appropriate setting for a seduction, Karmazin knew things were getting serious. He pointed out to Redstone that the two companies already had great working relationships among CBS's extensive radio network and Viacom's MTV and VH-1. "Sumner said to me, 'You've been stalking my company for a long time; come over and talk to me about CBS.'" Karmazin approached his talk with Redstone as if he were a prospective investor, highlighting CBS's strong network of affiliates and its prime radio stations and outdoor-advertising assets...
...masses yearning to be filmed. At the crack of dawn, they're at Rockefeller Plaza, peering into the NBC Today show's glass-walled studios, pestering Al Roker for a chance to say hi to Aunt Connie in Flat Rock. By afternoon, they're choking Times Square sidewalks outside MTV's fishbowl studio in hopes of getting into a crowd shot on Total Request Live. At various other times, they might hit either site for an open-air concert. Since Today's set went transparent in 1994, getting on TV has become as quintessential a New York City tourist experience...
...soon--thanks in no small part to the splashy showings of MTV and especially Today--new fishbowls for ABC and CBS's morning shows will join these, as well as Fox News' existing one on 48th Street. Next week ABC's Good Morning America begins broadcasting from a two-story, 46,750-sq.-ft. glass studio a quick jaywalk from MTV's. CBS launches its high-tech, estimated $30 million crystal ship along with the Early Show with Bryant Gumbel...