In anticipation of parent Viacom’s split into two separate companies, CBS Corp. has unveiled plans to rebrand its radio division as CBS Radio. Included are the company’s 179 radio stations. CBS Radio will feature as part of its slogan “Broadcast … HD … Streaming … On-Demand.”
The announcement was made Wednesday morning (Dec. 14), by Les Moonves, CEO and president of the new CBS Corp., and Joel Hollander, chairman and CEO of CBS Radio. CBS Radio will continue to be run by Hollander, who will continue to report to Moonves.
“This is a proud moment for all of us who love the CBS name, and who know the storied history of CBS Radio,” Moonves said in a release. “It is one of the most revered brands in broadcasting, with a history that predates the television era. CBS Radio was there at the infancy of radio, playing a formative role in shaping and building this dynamic industry, and we’re incredibly proud to bring it back.”
Hollander added, “It’s only natural that we’d want to use the CBS Radio name to re-brand our radio stations, which will continue to innovate and redefine our industry much as they have throughout the last 75 years.”
The original CBS Radio was founded in 1928, when William Paley purchased a company comprised of 16 independent radio stations, which he turned into one of the first radio networks.
Infinity Broadcasting was founded by two former Metromedia execs, Michael Weiner and Gerald Carrus, with a goal of buying “oceanfront” radio stations in large markets. The company took off after luring Mel Karmazin in the early 80’s. Karmzin sold the company to CBS in 1997.
The radio division is home to 29 sports franchises, including MLB, the NFL, the NBA, the WNBA, and the NHL, comprising the New York Yankees, New York Mets, Los Angeles Dodgers, Dallas Cowboys, New England Patriots, New York Giants, Chicago Bears and the Detroit Red Wings.
Upon the separation of Viacom’s businesses, CBS Corp. will be a mass media company with constituent parts that reach back to the beginnings of the broadcast industry, as well as newer, technology-focused businesses.
According to a release, the company “will have operations in virtually every field of media and entertainment,” including broadcast television (CBS and UPN), cable television (Showtime), local television (CBS Television Stations), television production and syndication (Paramount Television and King World), radio (CBS Radio), advertising on out-of-home media (CBS Outdoor), publishing (Simon & Schuster), theme parks (Paramount Parks), digital media (CBS Digital Media Group and CSTV Networks) and consumer products (CBS Consumer Products).