Call it the “comfort broadcast system.” As CBS begins rolling out its fall primetime products, the network is leaning towards the idea of pleasant television as a running theme through its marketing campaign.
“Last year, we started to make this a bit of a toy, but we’re really embraced the idea of ’Comfort TV’,” said Mike Benson, president and chief marketing officer at CBS. “There are a lot of shows out there that feel dark and a bit depressing. I feel like I’m saying, ‘TV was meant to be’. ”
“The decision to lean deeply towards this idea of comfortable and getting away with anything that needs everything, like that, has emerged from a data survey of how viewers are responding to this television era,” Benson said.
“People are just overwhelmed by what’s going on in today’s world, it’s just television,” he said. “It’s driven by algorithms and data, and a lot of other things that don’t really understand the people who see it.”
From a brand perspective, Benson said CBS would lean towards a long-term series like the “NCIS” franchise, a real staple food like the “survivor,” and its stubborn “60 minutes.”
But beyond that, Benson is accused of launching four new shows this fall, including four new shows: the drama “Boston Blue” and “Sheriff Country”, the comedy “DMV” and the music competition “The Road.” Most of CBS’s new return series will begin the week of October 13th. This is what the network calls “Premier Week.”
“We’re cutting our work out,” Benson said. “But we’re focusing on everything we can on a week. This whole premier week strategy actually used it last year, and we’re continuing to do that.
There is no network-wide catchphrase for the fall release (unofficially, Benson likes “television was intended.” However, he’s been branding on several nights. Fridays consisting of “Fire Country,” “Sheriff Country,” and “Boston Blue,” but is called “Smoke Show Fridays.”
Yes, “Smoke Show” is a play in which “Fire Country” kicks the night. But even more importantly, “there is the fact that there are people who are very hot all over our show,” Benson said.
“NCIS” star Wilmer Valderrama interviews U.S. Air Force veteran and Team Lubicon volunteer Honori Antoinette Raines. (Sonja Flemming/CBS)
CBS
And Tuesday, home to the original recipe “NCIS” triple shots “NCIS: ORIGINS” and “NCIS: SYDNEY,” will earn the marketing title “Tuesday Honor” this fall as part of a campaign where CBS offers veteran/military families and Goldstar families with “Comfort Upgrades.”
Starting with the season 23 premiere of “NCIS,” families will be given items such as Lovesack snuggle sofas and Vigio TV. On Veterans Day (Tuesday, November 11th), CBS will be holding a special “NCIS” and “NCIS: Origins” crossover event.
“It brings back the whole comfortable TV back to this brand. It’s really designed to give back to those who sacrifice for our country in a small and simple way that ties to NCIS,” Benson said.
Check out some of the CBS activations and promotions this fall.
“The Road’s Ultimate Bus Tour”: Tour buses from the show have stopped in more than 20 markets nationwide (including Nashville, Minneapolis, Atlanta and Dallas) until the premiere of the country music competition series “The Road” on October 19th. The tour began on September 7th at the VMA in New York. Other stops include the Dallas Red Bull Flag Tag Event and the St. Louis Balloon Festival. The bus tour includes a pop-up concert, “The Road” sneak peek and branded prizes.
“The Comfy Blue Sofa Tour”: CBS is touring the massive “Blue Sofa” Photo Opp promoting shows such as “NCIS”, “Survivor”, “Ghosts”, “The Road”, “The Road”, “Sheriff Country”, “Boston Blue”, and “DMV”. The tour begins earlier this month with the 77th Emmys, with visits to Cincinnati’s Oktoberfest Gin Jinnati, Kansas City’s professional bull rider and Houston’s Monster Jam.
Fans will pos on a comfortable blue sofa from CBS at Cincinnati’s Oktoberfest Zinzinnati.
CBS
“DMV” Premier Events and Promotions: Following the premier screening at Hollywood DMV last weekend, “DMV” branded sweets and presents will be distributed in New York, Los Angeles, Denver, Detroit, Portland, Milwaukee, San Diego and Houston.
Tony Caballero, Harriet Dyer, Matt Coon, Dana Klein, Gigi Zumbad, Alex Tarrant, “DMV” (Jesse Grant/Getty Images, CBS)
Getty Images from CBS Broadcastin
Boston’s “Survivor Ultimate Fan Cafe”: The biggest bar in the West End has been transformed into “Survivor Ultimate Fan Cafe” (partnership with Bucket Lister). The bar is owned by the family of Shannon Fairweather, a contestant for “Survivor” season 49, and the show’s Boston Rob is a former employee.
“Survivor” Influencer Episode: A group of influencers traveled to Fiji for a “Survivor School” and took part in a 36-hour adventure, transforming into a 45-minute “episode” on CBS’s “Survivor” YouTube page.
“Sheriff Country” screening in Nashville: On September 24th, the debut episode of “Sheriff Country” was screened in Nashville.
“Tracker: AutoCamp Experience: The “Tracker” welcome kit is also part of the booking options at seven US locations for AutoCamp in October. A two-night “Tracker” themed stay is currently underway with a two-night “Tracker” themed stay to earn redemption points at the Autocamp location.
“Matlock” On-Air Campaign: During the promotional campaign to launch “Matlock” Season 2, the word “Allies” will change to “All Lies.” “We’re creating a mystery with mystery, and I think it’s even more intriguing to the show.”
“Elsbeth” and Breast Cancer Awareness Month: CBS will turn to “Pink” on Thursday, October 2nd, with the three-episode “Elsbeth” marathon hosted by Star Carry Preston starting Breast Cancer Awareness Month. Partners include the nonprofit Know Your Lemons, and Preston will debut CBS’s Breast Cancer PSA and the new “Elsbeth” season 3 exclusive content. Additionally, in collaboration with the Tribeca Film Festival, Elsbeth will be holding a premier screening event in New York with Know Your Lemons.
