The new division is designed to sxpand the company’s reach and allow consumers and marketers “to engage with favorite brands through live, immersive experiences.” An Evening with CBS Sunday Morning Live in October will be its first event.
CBS Corp. today formed CBS Experiences (CBSX), a new experiential events division with a focus on “expanding the reach of CBS programming and properties through live, entertaining and interactive encounters.”
Rich Lobel will be its EVP-managing director. Vinnie Favale, SVP of late night and talent development, CBS Television Studios, will partner with Lobel on the company’s new business, both reporting to Tony Ambrosio, senior executive vice president, chief administrative officer of CBS Corp., on all matters related to CBSX.
CBS said the new unit will tap into the value of the company’s many properties, creating a range of ticketed and sponsored events at iconic venues and touring exhibitions to help drive fans deeper into the experience. “In addition, these events and exhibitions will provide CBS with an opportunity to expand on its merchandising strategy.”
“As marketers continue to place an increasing importance on the value of experiences, the launch of CBSX is an ideal opportunity to leverage our company’s many assets,” said Ambrosio. “By extending and elevating CBS properties, we have the ability to unlock incremental value, while also enabling consumers and marketers to engage with their favorite entertainment, news and sports brands in a new immersive dimension.”
Ambrosio added, “Rich’s extensive experiential background, coupled with Vinnie’s creative vision and knowledge of CBS properties, talent and events, gives us a winning combination of talent to run and grow this exciting new business for CBS.”
Lobel was one of the original brand architects for Live Nation and created a range of live experiences for marketing partners at the CBS Radio Altitude Group. Favale, who joined CBS in 1996, will add CBSX to his current responsibilities working on talent and program development at CBS Television Studios and as a program executive for The Late Show with Stephen Colbert.
An Evening With CBS Sunday Morning Live, an immersive event to be held at Town Hall in New York City on Oct. 1 at 8 p.m., is the first in a series of events to be produced by CBS Experiences.