.
Yesterday, the company highlighted the global opportunities of its direct-to-consumer businesses, claiming it could “expand globally by leveraging the existing strength in both subscription and ad-supported offerings, combined library, content production capabilities and international infrastructure”.
In Australia, CBS put a major marker in the sand after paying $197M to acquire Network Ten in November 2017. The move, which puts it in direct competition with Nine Network and Network Seven, gives it its first global terrestrial broadcaster, after having set up a range of smaller joint ventures with the likes of AMC Networks International over the years.
The new company may be able to leverage the two portfolios down under in a similar way to how Channel 5 in the UK has been able to use programming from Viacom’s pay portfolio, including Nickelodeon titles and Comedy Central’sBrian Wieser, Global President, Business Intelligence of ad firm GroupM, highlighted Australia as one of the regions that could apply similar moves to the U.S. However, he said the benefits of international scale will be “modest initially”.
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