CBS Tone of Voice — Trusted & Classic

Tagline: "The Eye Network"

Industry: Broadcast Television

Sector: Media

How CBS Communicates

CBS communicates with a trusted, classic and watching voice using trusted and established language. Their sentences are primarily declaratives in the present tense. Their messaging is figurative. Their tagline, "The Eye Network", captures this voice. The central tension in CBS's communication is traditional vs. modern, which shapes every message they craft. Their mission is to be the most watched network by delivering programming that entertains and informs.

Tone Words

CBS's brand voice is defined by the following tone words: Trusted, Classic, Watching.

Communication Style

  • Language Style: Trusted and established
  • Sentence Type: Declarative
  • Tense: Present
  • Expression: Figurative

CBS Brand Story

CBS has been America's most-watched broadcast network for much of its history, known for procedural dramas, sitcoms, and news excellence. The iconic CBS Eye remains one of television's most recognized logos. Franchises like NCIS, CSI, and Big Bang Theory deliver consistent ratings, while CBS News anchors from Cronkite to O'Donnell have informed generations. As part of Paramount Global, CBS content feeds Paramount+ streaming while the broadcast network maintains its role in American cultural life.

Brand Message

America's most watched network

Brand Mission

To be the most watched network by delivering programming that entertains and informs

Brand Positioning

Core Concept: The watching eye

Central Tension: Traditional vs. Modern

Frequently Asked Questions About CBS

What is CBS's tone of voice?

CBS uses a trusted, classic, watching tone of voice. Their communication is trusted and established, typically using declarative-style sentences in the present tense. Their tagline "The Eye Network" exemplifies this voice.

How does CBS communicate with customers?

CBS has been America's most-watched broadcast network for much of its history, known for procedural dramas, sitcoms, and news excellence. The iconic CBS Eye remains one of television's most recognized logos. Franchises like NCIS, CSI, and Big Bang Theory deliver consistent ratings, while CBS News anchors from Cronkite to O'Donnell have informed generations. As part of Paramount Global, CBS content feeds Paramount+ streaming while the broadcast network maintains its role in American cultural life.

What is CBS's brand message?

CBS's core message: America's most watched network Their mission: To be the most watched network by delivering programming that entertains and informs

What is CBS's slogan?

CBS's slogan is "The Eye Network". It carries their trusted, classic, watching voice.

What is CBS's mission?

CBS's mission: To be the most watched network by delivering programming that entertains and informs

What makes CBS's brand voice unique?

CBS stands out through their trusted, classic, watching communication style. Their central brand tension, "Traditional vs. Modern", shapes how they communicate across the Media sector.

What language style does CBS use?

CBS uses trusted and established language, with figurative messaging, in declarative-style sentences, using the present tense.

More Media brand voices

Compare CBS