Four things to look out for as ViacomCBS comes to life

It ultimately took an extraordinary set of circumstances to clear the way for the reunion, but after three years of hemming and hawing (and the headlines-grabbing ouster of Les Moonves), CBS and Viacom have at long last agreed to a merger. The deal will bring together the CBS, Showtime, MTV, Nickelodeon and Paramount Pictures brands, among many others, under a single entity known as ViacomCBS. In effect, today’s agreement undoes the 2005 split engineered by Viacom Chairman and CEO Sumner Redstone, which in turn pulled apart the 2000 merger of the broadcast and cable assets. At the time, that initial amalgamation of assets was valued at $44 billion; by comparison, today’s ViacomCBS is worth about $30 billion. Of greater importance to shareholders, however, is how ViacomCBS stacks up against the other power players in the media space. As much as the consolidation is a necessary step in trying to remain competitive with the rest of the playing field, the new company still doesn’t enjoy the sort of scale that will allow it to go toe-to-toe with the likes of Walt Disney Co. and its $248.4 billion market cap, AT&T ($255 billion) and Comcast ($198.5 billion). Which brings us to item No. 1 in our roundup of What This All Means: Shari Redstone is going shopping The chairwoman of the board of directors has a shortlist of properties she’d like to acquire in order to bolster ViacomCBS’s standing in the media market, and among the most likely targets are Discovery ($15.2... Continue reading at 'Advertising Age'

[ Advertising Age | 2019-08-13 20:58:29 UTC ]
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