George Cheeks on business strategy
From George Cheeks Shares Lessons on Leadership, Growth, and Black Representation in Media | 2024 Summit · · WayMaker Media
“The business case is that when you're in a declining business and trying to drive more audience, you do that by bringing more voices and perspectives.”
On , George Cheeks, Co-Chief Executive Officer at Paramount Global, spoke about business strategy during George Cheeks Shares Lessons on Leadership, Growth, and Black Representation in Media | 2024 Summit on WayMaker Media.
About George Cheeks
George Cheeks, co-CEO of Paramount Global and CEO of CBS, stated at a 2024 summit that his thesis "from day one" has been that "the combined power of broadcast linear" with streaming is the future. He cited shows like *The Equalizer*, *Neighborhood*, and *Tracker* as examples of programs that perform well on CBS and find an "unduplicated younger audience" on Paramount+. Cheeks said that when he joined CBS in 2020, it was "a very white organization" and that he "immediately said this has got to change." He described laying out "targets and goals for writing staffs and on-camera talent to bring more diverse voices," which he characterized as "goals based on success" rather than quotas. He added that the business case for diversity is that "when you're in a declining business and trying to drive more audience, you do that by bringing more voices and perspectives." In a 2021 corporate presentation, Cheeks declared that Paramount+ "will be the leader in live sports" and said "everything sports fans love on CBS" would be available on the platform. He stated that the NFL "drives more subscriptions than any other program" and that the company was "doubling down on soccer," making it "a core pillar of sports exclusively available on Paramount+." Cheeks detailed that the platform had become the U.S. home of UEFA competitions, including the Champions League, and would carry hundreds of exclusive matches featuring clubs such as Manchester City, Barcelona, and Bayern Munich, as well as the National Women's Soccer League.