In an exclusive interview with Vulture magazine, CBS President and CEO George Cheeks shared his optimistic vision for the future of the Star Trek franchise, among other insights into the network's strategy amidst the rapidly changing landscape of television viewership. Amidst a background of fierce competition and shifting viewer habits, CBS appears to be navigating these changes with a clear eye on maintaining its legacy while embracing the future.

Cheeks' confidence in CBS's position in the ratings battle was evident as he opened up about the network's prospects for finishing the season ahead of NBC, highlighting the importance of linear television in a multi-platform world. Despite the shrinkage in the overall gap between networks and the migration of advertising from network TV space, Cheeks emphasized the relevance of being number one in viewership, not just as a point of pride but as a significant indicator of the network's ability to produce hit shows that resonate across both linear and streaming platforms.

A notable shift in CBS's strategy is the integration of its content across CBS linear and Paramount+, acknowledging the changing demographics of its audience. Cheeks mentioned that shows traditionally popular on CBS are finding a younger audience on Paramount+, highlighting a strategic pivot towards a more holistic view of viewership, beyond traditional Nielsen ratings.

The interview revealed a nuanced approach to the network's programming decisions, balancing between catering to the CBS audience and attracting a younger demographic through streaming. This dual focus is part of CBS's broader strategy to maintain its relevance and viewership in an era where the distinction between linear and digital is increasingly blurred.

One of the standout points of the interview was the future of the Star Trek franchise, a cornerstone of CBS and Paramount+'s content strategy. 

“Star Trek remains one of the most important franchises for Paramount Global, and Paramount+ specifically,” he said. “There is a tremendous amount of focus and prioritizing of the Star Trek franchise.”

Cheeks affirmed the franchise's importance, hinting at a carefully considered cadence for rolling out new series to ensure each installment receives the attention it deserves, without overwhelming the audience. 

“We don’t want to offer up all these amazing premium drama series at once,” he said. “We want to time it out appropriately. Luckily, we have this incredible partner in Alex Kurtzman, and we all work together to sort of manage long-range planning across many years.” 

This strategy reflects a deep understanding of the franchise's legacy and its potential for continued expansion and engagement with both old and new fans.

Cheeks also touched on broader programming strategies, including the experimentation with show formats and the balance between scripted and unscripted content. He noted the lessons learned from the recent past, including the successful adaptation of shows initially intended for Paramount+ to the CBS network, underscoring the flexibility and openness to experimentation that seems to characterize CBS's current approach to content creation.