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Wall Street Has Mixed Response to Viacom-CBS Merger

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As top executives from CBS and Viacom celebrate a new merger and the hard work behind it, Wall Street has questions about the combined company’s operating structure and next steps. Analysts p…

the head of the whole company, will allow for maximizing assets. And they want more information on expected results from using the combined company to boost revenue from streaming-video and new kinds of data-and-technology-enabled advertising.

Wall Street is eager for more information, and is skeptical about certain elements of the new company – particularly how it will operate with an unorthodox executive structure. The newlooks much like the old one, where Sumner Redstone served as chairman of a company that essentially had two parts: Tom Freston ran cable operations while Leslie Moonves supervised CBS assets.

Analysts also questioned how quickly a merged Viacom and CBS could scale new revenue. The new company “is going to go to market jointly,” said Ianniello, predicting new outreach would spark attention at next year’s “upfront” market, when U.S. TV companies grapple with Madison Avenue over the sale of advertising inventory for the next programming cycle.

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