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RIOT Squad: CBS Launches Sales Unit Combining Radio, Internet, Outdoor & TV
 CBS Corporation has announced the creation of a new cross-platform unit that bridges its radio, Internet, outdoor and television sales operations. CBS RIOT will combine the assets of CBS Radio’s 147 stations, CBS Interactive’s local websites, CBS Outdoor’s billboards and display faces, and the 39 owned-and- operated CBS television stations. The company also announced an inaugural multi-million dollar deal for DaimlerChrysler's Dodge Ram pickup.
CBS Corp. President & CEO Les Moonves said, “Whether it’s radio, television, outdoor or online, we have the real estate that can most effectively deliver a client’s message, and CBS RIOT is designed to leverage these platforms to give advertisers the reach and flexibility they need. This first deal with Dodge is a great start, and I look forward to many more to come.”
CBS RIOT will be run in unison by Richard Lobel, executive vice president, Altitude Group, CBS Radio; Jon Camera, senior vice president, Business Development, CBS Television Stations; and Brigg Hyland, senior vice president, Business Development, CBS Outdoor.
The first multi-platform sales deal to come out of RIOT is a multi-million dollar promotion for the Dodge Ram, targeting male consumers.
“We were very selective in who we wanted to partner with in launching this campaign, and no other media company came to the table with such a ‘can do’ spirit,” said Mark Spencer, Brand director for Dodge Ram. “CBS got what we wanted to do from day one, and they worked hand in hand with our agency in creating a campaign that hit all the right themes and targets, and offered us something we couldn’t get anywhere else.”
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