Super Bowl Sunday used to be the one day for a network to showcase its sports division and launch a new show.
That is not the case anymore.
With media consolidation, the networks are now sharing the stage with its corporate siblings. That's been the case this week as Paramount showcased various programming and originated many of its shows from Las Vegas.
"The Super Bowl is the biggest media event of the year. I think you'd be crazy not to maximize it," said Josh Line, the EVP/Chief Brand Officer for Paramount Global. "I think we're doing it in our own unique way."
CBS Sports chairman Sean McManus, who will retire in April, has routinely touted CBS' synergy within Paramount. The best example is the sports division teaming up with Nickelodeon for NFL programming, including Sunday's Super Bowl.
CBS Sports was not alone in delivering programming from Las Vegas this week.
CBS had four sets overlooking the fountains More