Like its big-media peers, ViacomCBS is coping with myriad questions about the road to recovery through COVID-19, but its message to advertisers this week included a particularly bullish statement from CBS Sports
, presiding over a video segment in Tuesday’s CBS-centric portion of the company’s online upfront. “That’s why we’re pleased to welcome you back to live programming on CBS Sports.”
To its great relief, CBS is not directly connected to the fraught conversations among owners, players and network rights-holders about how NBA, NHL and Major League Baseball will return to action. Its most lucrative properties arrive later in the year: SEC college football and the NFL. “Sports have always provided a sense of comfort,” Brown said in the video. At CBS, he added, “We’re proud of our past, but today it’s time to look forward. Because in these challenging times, I think we have a much deeper appreciation for many things.”
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