A merger between CBS and Time Warner "now may make more sense than ever," according to analysts cited by Bloomberg reporters. Besides the financial arguments, "The New York-based companies already partner on the CW Network, shows such as 'The Big Bang Theory' and the 'March Madness' college basketball playoffs," write the reporters. "Their strengths are complementary -- Time Warner runs Hollywood’s most-prolific studio and CBS has the highest broadcast TV ratings -- and both plan asset sales to focus on those areas."