from its big overall 18-49 win a year ago, CBS -- long known as one of the most consistent networks by TV marketers -- will work a slightly different model this season, adding NFL Football on Thursday
and eight new shows in prime time.
Football, as well as year-round development, will accelerate a change for CBS when it comes to original programming.
“You are going
to see some nights where there will be essentially no repeats through the season,” says Les Moonves, president/chief executive officer for CBS Corp., speaking at a morning press conference
before its upfront presentation.
Although NBC claims the No. 1 crown when it comes to overall 18-49 viewers, CBS says it won its part of that title. “We won 18-49 -- sans
sports,” says Nina Tassler, chairman of CBS Entertainment.
NBC grabs big ratings from “Sunday Night Football.” This year, NBC also had two weeks' worth of Sochi Olympics
in the mix.
For its own boosted sports effort, CBS is essentially taking one prime-time night out of the week with the NFL’s “Thursday night Football,” according to
analysts. TV advertisers buying sports are primarily a different group of marketers than those buying prime-time entertainment.
Going forward, CBS says more original programming launching
throughout the year will create new definitions for the industry. “We are officially retiring the phrase 'midseason',” says Tassler. For example, Moonves says the network will increase
fresh summer content with 90 hours of original programming.
With regard to the TV upfront ad market, Moonves feels increasing levels of time-shifted programming will move TV advertisers to
buy differently. As he has said before: “There are going to be a lot more C7 deals.” C7 is the Nielsen metric of the average commercial ratings plus seven days of time-shifting. Current
national TV advertising currency is C3.
When it comes to new programming for the fall, Tassler says: “It is our most interesting schedule in a long time.” The fall will debut
five of the eight new shows. Starting at the beginning of the week, drama “Scorpion,” about a team of smart misfits working to protect the U.S. from high-tech threats, comes on Monday at 9
p.m. CBS is moving “NCIS: Los Angeles” to follow at 10 p.m. -- from Tuesday.
All that leaves room for another “NCIS” -- “NCIS: New Orleans”, which stars
Scott Bakula, set in New Orleans and focusing on the local military operation.
“Survivor” starts its 28th edition for CBS on Wednesday at 8 p.m. “Criminal Minds”
goes at 9 p.m., followed by new drama “Stalker,” a companion crime-solving show to “Minds” that begins at 10 p.m. Tassler notes the act of “stalking” is on the
After the NFL “Thursday Night Football” run concludes in late October, CBS will resume with entertainment programming.
“Big Bang Theory,” which will
start the season on Mondays at 8 p.m., will return to Thursdays at 8 p.m after football. “Two and a Half Men” will also return at 8:30 p.m. for its final season. New comedy “The
McCarthys,” about a loud Irish sports family, will run after “Men” at 9:30 p.m.
Sunday night will see two new shows: a sometimes lighthearted drama “Madam
Secretary,” about a U.S. female Secretary of State, at 8 p.m. “CSI: Crime Scene Investigation” will kick off at 10 p.m. and then later in the season, CBS will launch “CSI:
Cyber,” which will focus on cyber-crime.
Returning shows that will find their way on the schedule in the yea include: “Mike & Molly,” “Undercover Boss” and
“The Mentalist.” Other new shows for the season -- yet to be scheduled -- are police drama “Battle Creek” and a new version of “The Odd Couple.”CBS TELEVISION NETWORK
2014-2015 PRIME-TIME SCHEDULE
(N=New, NT=New Time, RTP= Regular Time Period) All Times ET/PT MONDAY
8:00-8:30 PM THE BIG BANG THEORY/2 BROKE GIRLS
PM MOM (NT)
9:00-10:00 PM SCORPION (N)
10:00-11:00 PM NCIS: LOS ANGELES (NT) TUESDAY
9:00-10:00 PM NCIS: NEW ORLEANS (N)
10:00-11:00 PM PERSON OF INTEREST WEDNESDAY
9:00-10:00 PM CRIMINAL MINDS
10:00-11:00 PM STALKER (N) THURSDAY
8:00-11:00 PM, ET THURSDAY NIGHT
FOOTBALL (N) (Sept. 11-Oct. 23)
5:00-8:00 PM, PT
8:00-8:30 PM THE BIG BANG THEORY (RTP) (As of Oct. 30)
8:30-9:00 PM THE MILLERS (As of Oct. 30)
PM TWO AND A HALF MEN (As of Oct. 30)
THE McCARTHYS (N) (As of Oct. 30)
10:00-11:00 PM ELEMENTARY (As of Oct. 30) FRIDAY
PM THE AMAZING RACE (NT)
9:00-10:00 PM HAWAII
10:00-11:00 PM BLUE BLOODS SATURDAY
PM CRIMETIME SATURDAY
9:00-10:00 PM CRIMETIME
10:00-11:00 PM 48 HOURS SUNDAY
PM 60 MINUTES
8:00-9:00 PM MADAM
9:00-10:00 PM THE GOOD WIFE
CSI: CRIME SCENE INVESTIGATION (NT)/CSI: CYBER (N)
("CSI: Cyber" will move into this slot later in the season).