ViacomCBS couldn't put its stars on stage, so it put them in a video.
In the first part of its virtual upfront presentation, the media company employed its on-air talent to make the point that the merger that combined Viacom with CBS late last year made the company simply stronger together.
James Corden, Jim Nantz and Tony Romo provide upfront information for ViacomCBS.
The message was driven home with Zoom appearances by everyone from Gayle King and Norah O'Donnell at CBS News, to Jim Nantz and Tony Romo from CBS Sports, to James Corden, Stephen Colbert and Trevor Noah from late night to entertainment programming stars like Tom Selleck, Kevin Kostner, LL Cool J, JoJo Siwa and Iain Armitage.
The video message was made necessary by the Coronavirus, which prevented people from gathering in person in places like Carnegie Hall, where CBS usually holds its upfront this time of year.
Colbert noted that the virus has forced many businesses to make difficult choices and change the way they work. That includes ViacomCBS, led by Bob Bakish and George Cheeks. By the way, if your cheeks seem backish, see a physician immediately. That's one of the symptoms, Colbert cracked.
Monday's message was mostly about the company's cable channels, but there was also a primer on the advanced advertising products that Viacom pioneered and CBS is adopting.
ViacomCBS president for advertising revenue Jo Ann Ross was grilled by 60 Minutes correspondent Bill Whitaker.
Jo Ann Ross
For some time now 60 Minutes has been looking into advanced advertising. What we have uncovered is a strange cult with a language of their own. Followers who revere advanced advertising speak in sentences littered with cliches like targeting, optimize and powerful, Whitaker said. But 60 Minutes research uncovered something else, something more unsettling. Many in this cult nod their heads in unison when they hear phrases like optimize against reach, drive conversion and path to purchase. We have met many characters over our fifty two seasons: world leaders, scammers, sports stars and pop stars. But nothing prepared us for the queen of advanced advertising herself ViacomCBSs Jo Ann Ross who promised to explain it to us.
At ViacomCBS we are leading the way with advanced advertising with Vantage our advanced ad platform, Ross said.
Sure anyone can download a mixed integer linear programming algorithm, but unless you know how to refactor mixed data types into linear constraint packages. You just have no game, she explained.
Ross said she has taken time during the quarantine to brush up on her advanced analytics.
"Its hard to believe how much time Ive spent thinking about how to dynamically fluctuate the alpha values in elastic net regressions to trade off mild parsimony and coefficient dampening within ratings projection engines," she said. "You know, really really it helped me to relax. I really had fun with the data.
On Tuesday, ViacomCBS plans to do part 2 of its upfront and release CBS's primetime schedule.
ViacomCBS highlighted the companys cable networks.
I for one am very excited about it. Lets be honest. Its been months since any of us have had plans two days in a row, said Corden. I so wish we were all together right now in New York City taking selfies in that weird room at the plaza, eating as much frozen yogurt as I can get out of those machines.
On a somewhat more serious note, Corden noted the role television is playing during these socially distant times.
All over America, there is one thing that brings us together every time. That little box in the corner of your living room. Well that and the fact that weve all gained like 15 pounds, he said.
Television is the thing that can give us the collective experience we have been so sorely missing. For information on whats happening, come together and watch our news. When you need some laughter, come together and watch our comedies. When you want some excitement come together and watch our dramas, he said. And when you want to see what some of the biggest celebrities in the world look like when they do their own hair and makeup you can watch our late night shows here. Nobody is excluded. You are part of this network and youre part of our family.
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
07/10/2026
Dalet, a leading technology and service provider for media-rich organizations, today announced the latest Long-Term Supported (LTS) release of Dalet Flex. Build...
06/09/2026
June 9 2026, 23:00 (PDT) Dolby and MagentaTV Bring Fans Closer to the FIFA Worl...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
15/07/2026
The 2026 FIFA World Cup is a big deal for DAZN, which has distribution rights in three markets: Italy, Spain, and Japan. Each requires a different editorial app...
15/07/2026
As sports-media organizations manage rapidly growing content libraries and incre...
15/07/2026
HBS director of digital Johannes Franken talks SVG Europe through the operation built to serve FIFA World Cup 2026 rights holders remotely from Stratford, east ...
15/07/2026
IBC has unveiled the conference program for IBC2026, with this year's event ...
15/07/2026
Software-defined wideband RF platform supports 96-kHz monitoring, streamlined fr...
15/07/2026
New AI-powered module enables broadcasters and content owners to extract dialogu...
15/07/2026
Weeklong gathering at EBU headquarters will test new IPMX capabilities and expand certified product ecosystem...
15/07/2026
Force Tech has announced the appointment of Bryan Adams, CTS, as Vice President of Integration. Adams will oversee AV and broadcast integration project delivery...
15/07/2026
USA Sports has announced an exclusive English-language agreement with the Bundes...
15/07/2026
ITV Sport's FIFA World Cup 2026 coverage has been produced from one of the m...
15/07/2026
Program will provide professional camera kits, training, and technical support to participating local newsrooms...
15/07/2026
San Francisco church becomes first U.S. deployment of the 2 M/E production switcher...
15/07/2026
Former ESPN and NFL Network executive to advise startup league on media, distribution, technology, and fan engagement...
15/07/2026
The Houston-based RSN is the live-game home of the Astros and Rockets...
15/07/2026
Launched alongside new FreqSoft installer
Designed to bridge the gap between hardware and software, Freqport's FreqInOut FO1 unit provides a simple way ...
15/07/2026
Save up to 55% on software until 23 July 2026
Expressive E have just launched their Summer Offer sale, with discounts of up to 55% now applied across their ...
15/07/2026
Real-time stem-separation tool updated
zplane have recently released a new and improved version of their real-time stem-separation plug-in which they say ma...
15/07/2026
A new benchmark in bass enhancement
Described as a new benchmark in bass enhancement , Baby Audio's latest release has been designed to augment the lo...
15/07/2026
DMC Production's AR 1 and AR 2 units reverse the conventional OB workflow, keeping all production-critical processing at the venue while operators work remo...
15/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
15/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
15/07/2026
GigaCloud, a leading Ukrainian cloud service provider, and Cubbit, the first geo-distributed cloud storage enabler, today announced a new Business Alliance Part...
15/07/2026
SMPTE, the global society for media professionals, technologists, and engineers, has announced the launch of the SMPTE 110th Anniversary Campaign, a fundraising...
15/07/2026
Studio Technologies, a leading manufacturer of high-quality audio, video, and fiber-optic solutions, unveils the new StudioComm Model 762 Stereo Level Control, ...
15/07/2026
COW Jobs: Producer, Virtual Events - Hybrid, Full Time, Salaried
Brie Clayton July 15, 2026
0 Comments
Producer, Virtual Events (Hybrid | Full-time | ...
15/07/2026
Brazilian media organization builds nationwide CDN with Broadpeak's high-performance software for low-latency streaming and new content distribution service...
15/07/2026
DHD announces a new utility designed to increase the efficiency of its audio mixing systems during initial installation and subsequent configuration.
Anyone w...
15/07/2026
BCNEXXT Brings Next-Generation Vipe to IBC2026, Breaking the 1:1 Channel-to-Server Ratio New innovations liberate broadcasters from legacy playout infrastructur...
15/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
15/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
15/07/2026
Wednesday 15 July 2026
Screeners and press pack now available: Gomorrah: The Or...
15/07/2026
Trinity's Treasures features Ruth Negga, Eleanor McEvoy, and David Norris, a...
15/07/2026
Join geographer Dr Susan Hegarty, Engineer Tim Joyce and Architect Orla Murphy a...
15/07/2026
Home to leading manufacturers, robotics pioneers, infrastructure builders and gaming, of course, Japan is one of the world's centers of AI - building across...
14/07/2026
South end zone videoboard, cloud-based control system will be ready for 2026 football season...
14/07/2026
Redesigned website, enhanced mobile app unify content, ticketing, and personalized fan engagement...
14/07/2026
Agreement spans sponsorship sales, digital monetization, radio production, and new practice facility naming rights...
14/07/2026
Independent league adds 14 regional sports network affiliates, growing distribut...
14/07/2026
New strategy aims to unify competitions, content, fan engagement, and commercial...
14/07/2026
ESPN and Disney+ become exclusive home of PFL events in key international MMA market...
14/07/2026
Gill will oversee engineering, technology, and sports operations across the company's 64 local television stations...
14/07/2026
Submitted by North American Broadcasters Association (NABA)
As broadcasters con...
14/07/2026
Modernized mobile unit combines HOME Apps, mc 56 console, and IP infrastructure ...
14/07/2026
Every match of the 32-team tournament will air across ION and Scripps Sports platforms in English and Spanish...
14/07/2026
FloHockey to stream every game of the annual international tournament under four...
ViacomCBS couldn't put its stars on stage, so it put them in a video.
