CBS Corporation Launches New Cross-Platform Sales Unit Combining Radio, Internet, Outdoor and Television (RIOT)

NEW YORK, Feb. 12 /PRNewswire-FirstCall/ -- CBS Corporation announced today the creation of a new cross-platform unit that bridges its radio, internet, outdoor and television sales operations. CBS RIOT will combine the assets of CBS Radio's 147 stations, CBS Interactive's local websites, CBS Outdoor's millions of billboards and display faces, and the 39 owned and operated CBS Television Stations to give advertisers unsurpassed reach on a local scale. The company also announced an inaugural multi-million dollar deal with Dodge Ram.

"No other company can deliver the national and local reach than these combined divisions of the CBS Corporation," said Leslie Moonves, President and Chief Executive Officer, CBS Corporation. "Whether it's radio, television, outdoor or online, we have the real estate that can most effectively deliver a client's message, and CBS RIOT is designed to leverage these platforms to give advertisers the reach and flexibility they need. This first deal with Dodge is a great start, and I look forward to many more to come."

CBS RIOT will be run in unison by Richard Lobel, Executive Vice President, Altitude Group, CBS Radio; Jon Camera, Senior Vice President, Business Development, CBS Television Stations; and Brigg Hyland, Senior Vice President, Business Development, CBS Outdoor.

The first multi-platform sales deal to come out of RIOT is a multi-million dollar promotion for Dodge Ram targeting male consumers. The campaign, scheduled to begin Feb. 14, will create customized spots on local television and radio stations in more than 100 markets designed to lead male viewers and listeners to a co-branded website on CBS, where users can partake in a new interactive game tied to Dodge Ram's "Rock 'Em, Sock 'Em" theme.

"We were very selective in who we wanted to partner with in launching this campaign, and no other media company came to the table with such a 'can do' spirit," said Mark Spencer Brand Director for Dodge Ram. "CBS got what we wanted to do from day one, and they worked hand in hand with our agency in creating a campaign that hit all the right themes and targets, and offered us something we couldn't get anywhere else."

For the TV element, customized vignettes featuring Janelle Pierzina from CBS's popular "Big Brother" series, as well as Boxing Legend Smokin' Joe Frazier and CBS Sports announcer Gus Johnson will air on the company's 17- owned CBS stations across the country, as well as 73 CBS affiliates during time periods with the most male viewers, specifically late night television. Additionally, CBS Radio stations around the country will incorporate the "Rock 'Em, Sock 'Em" interactive element into their programming, with hosts actively encouraging listeners to play the game on CBS, and regular interviews with winners during morning and evening drive time. The RIOT sales deal also includes promotional time on the CBS Television Network during its late night programming. Over the course of one month, it's estimated that the

combined CBS media will create 400 million new impressions on CBS

Throughout the promotion, CBS and Dodge will give away close to 10,000 prizes, including Dodge Rams, VIP boxing trips to Las Vegas and Atlantic City, Apple iPods and other merchandise. Winners will be selected from those game participants who have a correct code from nearly 13 million Instant Win tickets that are distributed within major sports magazines and at key Dodge locations, or by winning each round of the Dodge Ram's "Rock 'Em, Sock 'Em" interactive game.

CBS Corporation (NYSE:CBS.A) (NYSE:CBS) is a mass media company with constituent parts that reach back to the beginnings of the broadcast industry, as well as newer businesses that operate on the leading edge of the media industry. The Company, through its many and varied operations, combines broad reach with well-positioned local businesses, all of which provide it with an extensive distribution network by which it serves audiences and advertisers in all 50 states and key international markets. It has operations in virtually every field of media and entertainment, including broadcast television (CBS and The CW -- a joint venture between CBS Corporation and Warner Bros. Entertainment), cable television (Showtime and CSTV Networks), local television (CBS Television Stations), television production and syndication (CBS Paramount Network Television and CBS Television Distribution), radio (CBS Radio), advertising on out-of-home media (CBS Outdoor), publishing (Simon & Schuster), interactive media (CBS Interactive), music (CBS Records), licensing and merchandising (CBS Consumer Products) and video/DVD (CBS Home Entertainment). For more information, log on to

Source: CBS Corporation

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