Welcome to the era of the “Comfort Broadcasting System.” As CBS begins to unveil its fall primetime schedule, the network is embracing the concept of feel-good television as a core element of its promotional strategies.
“We explored this concept a bit last year, but this time we’re fully embracing the idea of ‘comfort TV,” explained CBS president and chief marketing officer Mike Benson. “In today’s landscape, many shows seem dark and a bit disheartening, and we believe we offer what you might call ‘TV as it was meant to be.”
Benson noted that this decision to focus on comfort and escapism stems from extensive audience research into current viewing trends.
“People feel overwhelmed not only by the state of the world but also by the sheer volume of content available on television today,” he remarked. “Much of it is dictated by algorithms and data that may not fully resonate with viewers’ emotional needs.”
From a branding standpoint, CBS intends to spotlight its beloved, long-running series including the “NCIS” franchise, enduring reality shows like “Survivor,” and its iconic news program “60 Minutes.”
Additionally, Benson faces the task of introducing four new shows this fall—the highest number for any major broadcast network. These include the dramas “Boston Blue” and “Sheriff Country,” the comedy “DMV,” and a music competition titled “The Road.” Most of CBS’ new and returning series are set to premiere the week of October 13, which the network has designated as “premiere week.”
“We have a lot to accomplish,” Benson acknowledged. “But we’re focusing on consolidating our efforts into one week. We implemented this premiere week strategy last year, and it was effective. Therefore, we plan to continue this approach and launch as many shows as possible in close proximity to one another.”
There is no overarching network slogan for the autumn launch (although Benson informally favors “TV as it was meant to be,” despite it not appearing on-air). Meanwhile, certain themed nights are being branded: Fridays, featuring “Fire Country,” “Sheriff Country,” and “Boston Blue,” are playfully termed “Smoke Show Fridays.”
The term “smoke show” cleverly references “Fire Country” leading off the evening, while also nodding to the attractive ensemble cast across all the shows, as Benson describes it.
Tuesdays, which host the “NCIS” trifecta of “Original Recipe,” “NCIS: Origins,” and “NCIS: Sydney,” will be branded as “Tuesdays of Honor” this fall. This campaign aims to offer family room “comfort upgrades” for veteran and military families, including Gold Star families, selected via partnerships with organizations like TAPS (Tragedy Assistance Program for Survivors) and Team Rubicon.
Beginning with the Season 23 premiere of “NCIS,” selected families will receive items such as the Snugg couch from Lovesac and a Vizio TV. On Veterans Day (November 11), CBS is planning a special crossover event featuring “NCIS” and “NCIS: Origins.”
“This initiative encapsulates the essence of comfort TV, reinforcing our brand while also giving back to those who have made sacrifices for our country, even in a small way that connects back to ‘NCIS,’” Benson shared.
Below is an overview of several new activations and promotions from CBS this fall:
“The Road’s Ultimate Bus Tour”: In anticipation of the October 19 premiere of the country music competition “The Road,” a tour bus from the show will make stops in over 20 markets across the United States, including Nashville, Minneapolis, Atlanta, and Dallas. The tour commenced at the VMAs in New York on September 7 and includes performances, sneak peeks, and promotional giveaways.
“The Comfy Blue Sofa Tour”: CBS is rolling out a massive “blue sofa” photo opportunity to promote returning hits like “NCIS,” “Survivor,” and “Ghosts,” alongside new shows like “The Road,” “Sheriff Country,”, “Boston Blue,” and “DMV.” The tour debuted at the 77th Emmy Awards and is scheduled to cross various events, including Oktoberfest Zinzinnati in Cincinnati and Monster Jam in Houston.
“DMV” premiere event and promotions: Following a premiere screening at the Hollywood DMV, promotional items and treats branded with “DMV” will be distributed in cities such as New York, Los Angeles, Denver, Detroit, Portland, Milwaukee, San Diego, and Houston.
“Survivor Ultimate Fan Café” in Boston: To elevate the fan experience, The Greatest Bar in Boston has transformed into the “Survivor Ultimate Fan Café” featuring challenges inspired by the show, themed food and drink specials, exclusive merchandise, and more in collaboration with Bucket Listers.
“Survivor” influencer episode: A group of influencers was whisked away to Fiji for a “Survivor School” experience, culminating in a 45-minute episode for CBS’ “Survivor” YouTube channel.
“Sheriff Country” screening in Nashville: On September 24, CBS screened the debut of “Sheriff Country” in Nashville, offering local cuisines and signature cocktails, in partnership with SiriusXM.
“Tracker: AutoCamp experiences:” Guests booking stays at any of AutoCamp’s seven locations across the U.S. in October will receive exclusive “Tracker” themed welcome kits. An auction is also underway for a two-night “Tracker” themed stay available to winning Hilton Honors members.
“Matlock” on-air campaign: To generate buzz around the launch of “Matlock” Season 2, the promo campaign will creatively twist the word “ALLIES” to “ALL LIES,” adding fun intrigue by suggesting hidden agendas within the story.
“Elsbeth” and Breast Cancer Awareness month: On October 2, CBS will transition into a “pink” theme for a three-episode “Elsbeth” marathon supported by actress Carrie Preston, featuring partnerships with the non-profit organization Know Your Lemons. Preston will present a breast cancer PSA along with exclusive content from the new season of “Elsbeth.” The night will include various visual promotions themed around the cause.
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