It would appear that CBS is joining the Internet-first production concept, joining the ranks of Netflix, Amazon and Hulu. The difference is, CBS does not own a distribution platform like these companies, but will, instead, take advantage of their already strong presence to distribute their content.
Speaking on an earnings call, Les Moonves said,
(CBS) will be producing more and more shows for more and more outlets, including major streaming companies and other emerging distributors.
Diversifying their distribution network seems like a great idea for CBS. As the era of appointment television is coming to a close, offering content on networks designed to offset appointment television will prepare them for the future. Joining multiple platforms, which is something unique to CBS at this point, will help them reach an audience that is already wildly distracted by various competing outlets.
While I may use 3 of the big 4 platforms (Redbox being my exclusion), most people probably only subscribe to a single platform. By partnering exclusively with a single platform, CBS would be severely limiting their potential audience for new programming. Diversifying content distribution is something CBS is already familiar with, though, as Moonves explained.
We are programming for Showtime, for the CW, for other cable networks and for other broadcast networks including a straight-to-series order for ABC.
By creating original programming for Netflix, Amazon Prime and Hulu, CBS would simply be expanding their already extensive distribution network. The question is, will they keep up the already high standard they have set for themselves? How I Met Your Mother and The Big Bang Theory have been big draws for the broadcaster, but will that quality standard carry over to their Internet experiment? We can hope, but only time will tell.