CBS thinks it can sell OTT like HBO. It can’t. Here’s why.

Here comes the unbundling of the Networks.

Early adopter...early predictor...

Networks at sea.CBS thinks that it can sell a direct OTT service like HBO or Neftlfix. They can’t.
Here’s why…
Fragmented Masterbrand 
We know what we get with HBO. Do we know what CBS stands for? Do we even remember what shows are on the network?
The dying broadcast model had them fill 24hrs a day with programming and the result was and still is full of ‘filler’.
HBO, Showtime, Netflix and others born of the pay-per-view era share the on-demand experience we expect today. It is in their DNA.
To survive, HBO developed exclusive on-demand programming & powerful brands strongly associated with their HBO MasterBrand.
CBS along with the other traditional networks built a business by being all things to all people, but this goes against building a strong MasterBrand and they have lost their Brand Value. We cannot even remember what shows are on what networks. When you think of Brands…

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