CBS Television Network Opens Television City at the MGM Grand in Las Vegas

Innovative Research Center and Tourist Destination

Provides CBS Continual Feedback From its Audience



Apr 18, 2001, 01:00 ET from CBS Television

    NEW YORK, April 18 /PRNewswire/ -- The CBS Television Network today
 announced the opening of the most comprehensive and ambitious research center
 in the television industry. TELEVISION CITY, at the MGM Grand in Las Vegas, is
 a state-of-the-art facility that offers visitors an entertaining destination
 in one of the nation's most vital tourist marketplaces, while at the same time
 providing CBS with a source of continual interaction with its television
 viewing audience.
     The launch of the media center was announced by David Poltrack, Executive
 Vice President, Research and Planning, CBS Television, who designed the center
 and will be responsible for its operation.
     "With TELEVISION CITY, we are establishing a valuable dialogue with our
 audience, one that adds significant enjoyment of the entertainment product and
 services provided to them by CBS and all of the other Viacom networks," said
 Mr. Poltrack.  "I look forward to working with our partners -- the MGM Grand,
 SonyStyle and ACNielsen Entertainment -- as well as our clients, to realize
 the full potential of this venture."
     Operating under CBS's direction, TELEVISION CITY will also be available to
 all Viacom properties for focus groups, tracking of public opinion on
 programming, and other research and development needs.  The Center's
 centerpiece Promotional Display includes material from all of Viacom's
 television programming entities, including CBS, MTV, VH1, Nickelodeon, UPN,
 King World, Paramount Television, Showtime, TNN and CMT, among others.  In
 addition, Viacom's Paramount Parks will manage the center for CBS.
     "The media landscape is more competitive today than ever before," said
 Leslie Moonves, President and Chief Executive Officer, CBS Television. "Only
 by staying in close touch with our audience can we continue to succeed and
 grow. This center, drawing on a Las Vegas tourist base of 37 million annual
 visitors, will give us a significant competitive advantage as we develop the
 programming of the future. I am particularly pleased that the entire family of
 Viacom television companies will take part in and benefit from this innovative
 project.  I'd like to thank and congratulate David Poltrack for getting it off
 the ground."
 
     The new TELEVISION CITY consists of the following elements:
     -- A Promotional Display featuring 46 Sony video display units including a
        3'x3' video cube, a 3'x3' video wall, a state-of-the-art digital
        projection wall and a Home Theater with HDTV.
     -- Two Screening Rooms for Program Testing, powered by ACNeilsen
        Entertainment's ReelResearch system. Each seat is equipped with a
        SeePoint Touch Screen computer linked to the Internet, allowing CBS and
        its partners to author questionnaires and track viewer response from
        New York and Los Angeles.
     -- Two Focus Group rooms with video conferencing capabilities for Program
        Testing.
     -- Interactive computer kiosks (also employing ReelResearch) providing
        high speed access to all of the Viacom Television related Web sites.
     -- A retail outlet, operated by the MGM Grand, offering a variety of
        merchandise tied to Viacom' s television networks and programming.
 
     In addition to Paramount Parks and the MGM Grand, CBS will have several
 other key partners in the operation of TELEVISION CITY. ACNielsen
 Entertainment will manage the TELEVISION CITY Entertainment Panel and the on-
 site, online surveys. Sony Electronics Inc., and SonyStyle have built the
 audio-visual infrastructure of the center and will continue to furnish the
 Home Theater display. Robert A. Brilliant, Inc., the long-term provider of
 program testing for CBS, will continue in that role at TELEVISION CITY, and
 FocusVision will provide its state-of-the-art video conferencing system that
 will allow executives to view research sessions conducted at the center from
 their offices in New York and Los Angeles, and on their computers via the
 Internet.
     Ongoing data obtained at TELEVISION CITY will provide CBS and its partners
 with both daily and long-term reports. On a daily basis, Program Screenings
 and Focus Groups will monitor viewer reaction to specific programming and
 promotional content.  At the same time, the TELEVISION CITY Entertainment
 Panel will offer longer-term consumer feedback. Visitors accepting an
 invitation to join the Entertainment Panel will be surveyed periodically about
 a range of Viacom entertainment products and services either through a
 dedicated Web site or via telephone.  Over time, the Panel will provide
 valuable longitudinal measurement of major trends in the entertainment
 marketplace and track the progress of specific Viacom branded products and
 services.
     In addition to program testing, CBS will also offer its clients and
 partners the opportunity to conduct their own research to help develop and
 execute television advertising campaigns.
 
     CBS Television is comprised of the CBS Television Network -- with more
 than 200 owned and affiliated stations reaching virtually every television
 home in the United States; the Network's programming arms CBS Entertainment,
 CBS News and CBS Sports; and CBS Enterprises, a global leader in distribution.
 
 

SOURCE CBS Television
    NEW YORK, April 18 /PRNewswire/ -- The CBS Television Network today
 announced the opening of the most comprehensive and ambitious research center
 in the television industry. TELEVISION CITY, at the MGM Grand in Las Vegas, is
 a state-of-the-art facility that offers visitors an entertaining destination
 in one of the nation's most vital tourist marketplaces, while at the same time
 providing CBS with a source of continual interaction with its television
 viewing audience.
     The launch of the media center was announced by David Poltrack, Executive
 Vice President, Research and Planning, CBS Television, who designed the center
 and will be responsible for its operation.
     "With TELEVISION CITY, we are establishing a valuable dialogue with our
 audience, one that adds significant enjoyment of the entertainment product and
 services provided to them by CBS and all of the other Viacom networks," said
 Mr. Poltrack.  "I look forward to working with our partners -- the MGM Grand,
 SonyStyle and ACNielsen Entertainment -- as well as our clients, to realize
 the full potential of this venture."
     Operating under CBS's direction, TELEVISION CITY will also be available to
 all Viacom properties for focus groups, tracking of public opinion on
 programming, and other research and development needs.  The Center's
 centerpiece Promotional Display includes material from all of Viacom's
 television programming entities, including CBS, MTV, VH1, Nickelodeon, UPN,
 King World, Paramount Television, Showtime, TNN and CMT, among others.  In
 addition, Viacom's Paramount Parks will manage the center for CBS.
     "The media landscape is more competitive today than ever before," said
 Leslie Moonves, President and Chief Executive Officer, CBS Television. "Only
 by staying in close touch with our audience can we continue to succeed and
 grow. This center, drawing on a Las Vegas tourist base of 37 million annual
 visitors, will give us a significant competitive advantage as we develop the
 programming of the future. I am particularly pleased that the entire family of
 Viacom television companies will take part in and benefit from this innovative
 project.  I'd like to thank and congratulate David Poltrack for getting it off
 the ground."
 
     The new TELEVISION CITY consists of the following elements:
     -- A Promotional Display featuring 46 Sony video display units including a
        3'x3' video cube, a 3'x3' video wall, a state-of-the-art digital
        projection wall and a Home Theater with HDTV.
     -- Two Screening Rooms for Program Testing, powered by ACNeilsen
        Entertainment's ReelResearch system. Each seat is equipped with a
        SeePoint Touch Screen computer linked to the Internet, allowing CBS and
        its partners to author questionnaires and track viewer response from
        New York and Los Angeles.
     -- Two Focus Group rooms with video conferencing capabilities for Program
        Testing.
     -- Interactive computer kiosks (also employing ReelResearch) providing
        high speed access to all of the Viacom Television related Web sites.
     -- A retail outlet, operated by the MGM Grand, offering a variety of
        merchandise tied to Viacom' s television networks and programming.
 
     In addition to Paramount Parks and the MGM Grand, CBS will have several
 other key partners in the operation of TELEVISION CITY. ACNielsen
 Entertainment will manage the TELEVISION CITY Entertainment Panel and the on-
 site, online surveys. Sony Electronics Inc., and SonyStyle have built the
 audio-visual infrastructure of the center and will continue to furnish the
 Home Theater display. Robert A. Brilliant, Inc., the long-term provider of
 program testing for CBS, will continue in that role at TELEVISION CITY, and
 FocusVision will provide its state-of-the-art video conferencing system that
 will allow executives to view research sessions conducted at the center from
 their offices in New York and Los Angeles, and on their computers via the
 Internet.
     Ongoing data obtained at TELEVISION CITY will provide CBS and its partners
 with both daily and long-term reports. On a daily basis, Program Screenings
 and Focus Groups will monitor viewer reaction to specific programming and
 promotional content.  At the same time, the TELEVISION CITY Entertainment
 Panel will offer longer-term consumer feedback. Visitors accepting an
 invitation to join the Entertainment Panel will be surveyed periodically about
 a range of Viacom entertainment products and services either through a
 dedicated Web site or via telephone.  Over time, the Panel will provide
 valuable longitudinal measurement of major trends in the entertainment
 marketplace and track the progress of specific Viacom branded products and
 services.
     In addition to program testing, CBS will also offer its clients and
 partners the opportunity to conduct their own research to help develop and
 execute television advertising campaigns.
 
     CBS Television is comprised of the CBS Television Network -- with more
 than 200 owned and affiliated stations reaching virtually every television
 home in the United States; the Network's programming arms CBS Entertainment,
 CBS News and CBS Sports; and CBS Enterprises, a global leader in distribution.
 
 SOURCE  CBS Television

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