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A Legacy of Sports Coverage

While other networks devote considerable resources to sports broadcasting, none can match the heritage and scope of coverage provided by CBS Sports. For over 60 years, CBS has brought fans unparalleled access to major sporting events across numerous platforms. From televising the first Super Bowl in 1967 to hosting the Masters, the NCAA Tournament, and the PGA Tour, CBS Sports boasts an unmatched portfolio of rights and a legacy of premier content. However, as the landscape of sports media rapidly evolves, CBS now faces new challenges in maintaining its prominent position.

Evolution of Broadcast Platforms

Like other legacy media outlets, CBS Sports must adapt to changing viewer behaviors and the rise of streaming. As cord-cutting accelerates, live sports are increasingly the last bastion keeping viewers tethered to traditional pay-TV packages. To reach younger audiences and capitalize on new revenue streams, CBS launched CBS Sports HQ, a 24/7 streaming network, in 2018. CBS Sports HQ utilizes a modern format focused on highlights, analysis, and social media engagement to complement linear broadcasts.

The network has also made several of its marquee events available for streaming through services like CBS All Access, Paramount+, and niche platforms like Pluto TV. While streaming uptake remains below broadcasts for now, these supplementary offerings are crucial for cultivating new viewers and habits among digital natives. As 5G proliferates and live sports become viable stand-alone streaming products, CBS will look to bundle and syndicate more premium content directly to consumers.

Technical Advancements in Production

To elevate the in-game experience, CBS Sports pioneered new technologies like instant replay, broadcast graphics, and POV cameras. It was also first to use aerial footage, putting cameras on blimps and helicopters to new angles. More recently, CBS incorporated innovations like live shot tracking data, augmented reality graphics, and 4K/HDR capabilities into broadcasts. Technologies like Replay Commander centralized replays while the EyeTrak system introduced clickable hot spots.

Advanced stats services now power everything from real-time Next Gen Stats to virtual 3D re-creations. Through partnerships with PGA Tour ShotLink and NFL Next Gen Stats, CBS utilizes precise tracking data to deliver deeper analysis. Sports broadcasting continues getting “smarter” as machine learning predicts outcomes and automatic cameras replace manual operators. As 5G matures, 360-degree and holographic broadcasts may emerge. CBS R&D will drive the next generation of immersive fan experiences.

Revenue Streams and Rights Deals

Advertising and affiliate fees compose the bulk of CBS Sports revenue but media rights greatly impact financials. Mega deals like the NFL ($1B/year) and NCAA men’s basketball ($1.1B/year) through 2032 anchor the portfolio. Golf ties like the Masters and PGA Tour provide stable rights through at least 2030. However, rights inflation poses challenges as competition intensifies. ESPN/ABC and digital giants like Amazon now flex huge budgets, threatening CBS’s hold. International expansion could alleviate cost pressures as global platforms see value in U.S. sports.

Diversifying Beyond Linear

To stay on top, CBS Sports must optimize existing streams while pioneering new business models. Capitalizing on digital/streaming requires agile infrastructure and formats geared for second screens. Leveraging data and fantasy tools engages casual fans. Extending reach globally exposes untapped demand for U.S. leagues. Pursuing ancillary revenues like sports betting, sponsorships, and productions utilizes IP fully.

While legacy broadcast assets remain invaluable, rethinking strategy around today’s behaviors ensures CBS Sports remains the preeminent multiplatform sports destination. With innovative technology, savvy rights dealings, and nimble responses to market disruptions, this storied brand can thrive serving fans old and new for generations to come

In conclusion, CBS Sports has played a monumental role in the development of the sports broadcasting industry since its inception. Through technological innovation, strategic rights acquisitions, and adaptation to changing media landscapes, CBS Sports looks poised to preserve its position as a leader in sports coverage across various platforms for many years to come. Continually enhancing the fan experience through creative applications of emerging technologies and data-driven insights will be paramount in this ongoing evolution.


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