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.............................. CBS TV
Logo and Trademark..............................
CBS Inc. (CBS) is one of the largest radio and television networks in the United States. The name is derived from the initialism of Columbia Broadcasting System, its former legal name. The network is sometimes referred to as the Tiffany Network, which alludes to the perceived quality of CBS programming during the tenure of its founder William S. Paley. It can also refer to some of CBS's first demonstrations of color television, which were held in a former Tiffany & Co. building in New York City in 1950.
CBS unveiled its Eye Device logo on October 17, 1951. Prior to that, from the 1940s through 1951, CBS Television used an oval spotlight on the block letters C-B-S. See an illustration of this early logo at http://www.pharis-video.com/cbs-1949.jpg The Eye device was conceived by William Golden based on a Pennsylvania Dutch hex sign as well as a Shaker drawing. Possibly designed by Graphic Designer Georg Olden it made its broadcasting debut on October 20, 1951. The following season, as Golden prepared a new ident, CBS President Frank Stanton insisted on keeping the Eye device and using it as much as possible.
An example of CBS Television Network's imaging (and the distinction between the television and radio networks) may be seen in a video of the Jack Benny Program (undated) which aired on the television network. The video appears to be converted from kinescope, and "unscoped" or unedited. One sees the program as very nearly one would have seen it on live television. Don Wilson is the program announcer, but also voices a promo for "Private Secretary", which alternated weekly with Jack Benny on the television network schedule. Benny continued to appear on CBS radio and television at that time, and Wilson makes a promo announcement at the end of the broadcast for Benny's radio program on the CBS Radio Network. The program closes with the "CBS Television Network" ID slide (the "CBS eye" over a field of clouds with the words "CBS Television Network" superimposed over the eye). There is, however, no voiceover accompanying the ID slide. It is unclear whether it was simply absent from the recording or never originally broadcast. See the video at The Jack Benny Program
The CBS eye is now an American icon. While the symbol's settings have changed, the Eye device itself has not been redesigned in its entire history. It has frequently been copied or borrowed by television networks around the world, notable examples being the Austrian Broadcasting System (Österreichischer Rundfunk) which uses a red version of the eye logo, Associated TeleVision in the United Kingdom and Rede Globo in Brazil. The logo is alternately known as the Eyemark, which was also the name of CBS's domestic and international syndication divisions in the mid to late 90s before the King World acquisition and Viacom merger.
The network has its origins in United Independent Broadcasters Inc., a collection of 16 radio stations that was bought by William S. Paley in 1928 and renamed the Columbia Broadcasting System. Under Paley's guidance, CBS would first become one of the largest radio networks in the United States and then one of the big three American broadcast television networks. In 1974, CBS dropped its full name and became known simply as CBS, Inc. The Westinghouse Electric Corporation acquired the network in 1995 and eventually adopted the name of the company it had bought to become CBS Corporation. In 2000, CBS came under the control of Viacom, which coincidentally had begun as a spin-off of CBS in 1971. In late 2005, Viacom split itself and reestablished CBS Corporation with the CBS television network at its core. CBS Corporation and the new Viacom are controlled by Sumner Redstone through National Amusements, the parent of the two companies.
Having assembled all the elements of a communications empire, Viacom found that the promised synergy was not there, and at the end of 2005 it split itself in two. CBS became the center of a new company, CBS Corporation, which included the broadcasting elements, Paramount Television's production operations (renamed CBS Paramount Television), Viacom Outdoor advertising (renamed CBS Outdoor), Showtime, Simon & Schuster, and Paramount Parks, which the company sold in May 2006.
The second company, keeping the Viacom name, kept Paramount Pictures (ironically a former share holder in CBS, see above, also owned a stake in the DuMont Television Network, whose Pittsburgh O&O is now CBS-owned KDKA-TV), assorted MTV Networks, BET, and, until May 2007, Famous Music, which was sold to Sony-ATV Music Publishing.
As a result of the aforementioned Viacom/CBS corporate split, as well as other acquisitions over recent years, CBS (under the moniker CBS Studios) owns a massive television library spanning over six decades, including I Love Lucy, The Twilight Zone, The Honeymooners, Hawaii Five-O, Gunsmoke, The Fugitive, Little House on the Prairie, Star Trek, The Brady Bunch, and CSI: Crime Scene Investigation, among others. Both CBS Corporation and the new Viacom are still owned by Sumner Redstone's company, National Amusements.
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