Like most other big media businesses, CBS Corporation aims to integrate its content creation and distribution arms in order to generate multiple streams of revenue, and the CBS network plays a pivotal role within that strategy. The network generates revenue from advertising for shows created by the company's production units (namely CBS Television Studios), and it serves as a point of contact with a large audience to help cross-promote other CBS properties, including books (Simon & Schuster), consumer products and DVDs, and Internet sites (CBS Interactive). It is also the biggest portion of CBS Corporation's entertainment segment, which accounts for about 55% of sales.

Sales and Marketing

The CBS network depends on advertising for the lion's share of its revenue, which means it is constantly focused on fine-tuning its programming to keep audiences glued to the television. In that endeavor CBS had been very successful: The network has dominated the ratings race for most of the past decade thanks to its primetime criminal dramas and sitcoms, including Two and a Half Men and The Big Bang Theory . It is also second only to FOX in the coveted 18-49 demographic, though its core primetime shows still skew more towards older audiences than some of the other networks.

Strategy

Heavy investment in sports programming also helps boost the network's audience numbers. CBS is also focused on the financial health of its broadcasting affiliates, including such big station groups as Gray Television and LIN Media.

While positions in the broadcast ratings game have become largely entrenched, CBS has not rested on its laurels. CBS is continuing to diversify its revenue streams through interactive media. The network distributes many of its shows online as well as through Amazon.com and Apple's iTunes store.