CBS: A Dominant Player in Broadcast Television
This week, CBS is set to reconvene with the premiere of a dozen new and returning dramas and comedies, including a remarkable ten out of last season’s top fifteen most-watched scripted series. Some may argue that the network’s impressive ratings are merely a reflection of its dominance in a shrinking broadcast landscape, but the seven to ten million viewers tuning in for each show—before considering any streaming viewership—likely have little interest in such critiques.
Alongside its returning hits, CBS is introducing two new series: “NCIS: Origins” and “Georgie & Mandy’s First Marriage”, as well as “Elsbeth”, which, while it premiered in February, feels fresh as it enters its second season. These new additions promise to diversify CBS’s programming slate, offering a range of content that appeals to a wide audience.
- “NCIS: Origins”: A poignant crime procedural set against the backdrop of a California military base, focusing on the bonds of camaraderie and duty.
- “Georgie & Mandy’s First Marriage”: A quirky sitcom that delves into the humorous dynamics of a Texas family navigating the ups and downs of marriage.
- “Elsbeth”: A sharp-witted detective series that follows a case-of-the-week format, rooted in the bustling streets of New York City.
While these shows are tonally diverse, they share a notable commonality: each has emerged from the established CBS franchise ecosystem. “Origins” is the sixth installment in the “NCIS” franchise, “Georgie” builds upon the legacy of “The Big Bang Theory” and “Young Sheldon”, and “Elsbeth” features a character first introduced in “The Good Wife”, later appearing in “The Good Fight”.
There are two perspectives one could take in response to this strategy. On one hand, it may be perceived as a lack of creativity and an overdependence on familiar formulas, especially with established producers like Chuck Lorre for “Georgie” and the acclaimed duo Michelle and Robert King for “Elsbeth”. Conversely, it can be seen as a savvy approach in an era characterized by overwhelming choices and the fragmentation of audiences, where viewers increasingly gravitate toward content that offers familiarity and comfort. In this regard, CBS’s brand management could serve as a valuable blueprint for major streaming platforms.
While CBS may not possess a “universe” akin to Marvel’s interconnected superhero narratives or the complex timelines of the “Star Wars” franchise, it does embody a cohesive sensibility that transcends genres and creators. There might not be a definitive CBS universe, but there exists a distinctive CBS world—one defined by a shared language and common values. Transitioning between shows like “Blue Bloods”, “Fire Country”, and “Tracker”, viewers will find a seamless experience, devoid of any disorienting borders.