Summary
This case describes how CBS partnered with PepsiCo to introduce the first-ever placement of a video screen in the magazine, Entertainment Weekly. The innovation introduced US readers to 40 minutes of video content on a printed page, bringing to life the messaging for CBS and PepsiMax. To create a fully integrated campaign, CBS's Monday night line-up of hugely popular comedies were co-branded "Monday to the Max" in the spirit of Pepsi Max. While the crux of the execution was the in-magazine video player, the CBS/PepsiCo partnership also included a cobranded CBS/PepsiMax star-studded premiere party, an array of on-air promotional spots and a co-branded micro-site on cbs.com. Buzz tracking indicated CBS and PepsiCo received a 400% lift in social media and blog conversations which were overwhelmingly positive. Entertainment Weekly also showed unprecedented recall and awareness numbers for subscribers who received the groundbreaking issue, with 98% recalling at least one of the shows and 72% recalling the Pepsi message.

Summary
CBS, the U.S. broadcaster, decided to relaunch classic cop show Hawaii Five-0 for its 2010 schedule. Research (a series of focus groups, a dramatically enhanced/targeted method of on-air promo testing, panel studies, ongoing tracking, and quantitative and qualitative studies) revealed a strong consumer affinity with the original series' score. This led to the memorable music being incorporated throughout the creative - even leading to the launch of a competition for marching bands to see who could play the theme the best. CBS also struck a "takeover" deal with Yahoo! The new show's premiere outperformed the prior season time period average in both key adult demographics: +45% in A25-54 and +35% in A18-49.

Summary
With the severe downturn currently accelerating in the print industry, we identified the medium as ripe for innovation and re-invention. The goal was to do something in print that would ensure the integrated messaging for CBS and PepsiMax would come to life and for the first time organically tie the print medium to a true television experience. As a centerpiece to its 2009 Fall Season launch campaign, CBS, with new promotional partner PepsiCo, introduced the first-ever use of video in print advertising. Introducing readers of a magazine to the allure of sight, sound and motion and directly delivering consumers CBS and PepsiMax video content on the printed page.

Summary
The author discusses the history of network brands versus the branding of individual shows - and describes how 'Survivor' helped CBS to change the face of network television in the USA.