Skydance Media’s acquisition of Paramount Global, which closed last week, has dominated political headlines for months, but in the sports world it’s far less of a happening.
Speaking to reporters at the annual CBS NFL media day, David Berson, president and CEO of CBS Sports, addressed the 800-pound gorilla hanging over the room right away in his opening remarks, pointing to this week’s Paramount-UFC deal as evidence the new management prioritized sports.
Skydance’s marching orders to CBS Sports is to keep doing what it is doing, Berson said.
“Over the past 13 months, they’ve made that abundantly clear, and I think that the news of yesterday with the big UFC deal is a huge statement to underscore their commitment to live events and sports and what sports means to the company moving forward,” Berson said. He pointed out that after the closing of the merger was announced last week – in the same room from which he spoke – Skydance executives immediately spent an hour at CBS Sports offices in the same building.
It is tough to imagine such sunny and positive comments emanating from the head of CBS News, which was rocked by Paramount’s financial settlement with Donald Trump over his charge that 60 Minutes last year deceptively edited a Kamala Harris interview. Many believe the FTC held up the merger to wring that settlement out of CBS.
Because the NFL owns a piece of Skydance, it now owns part of CBS. The NFL would also own 10 percent of ESPN as part of the NFL Network sale scheduled to close next year. Asked if there is any conflict, Berson replied there is not.
“Having stakes in different entities is not new for them,” said Berson, who added the equity in the new CBS/Skydance is significantly less than the percentage share the NFL would have in ESPN.
CBS Sports’ NFL coverage this season plans to lean into the 50th anniversary of the NFL Today, the first live pregame NFL show when it debuted in 1975. On September 21, CBS will have a throwback set, guests, vintage graphics, clips and music (the TV production will stay modern). Even original NFL Today host Brent Musburger will be on set that Sunday.
There are more features but Berson said, “I don’t want to say too much, because it should remain a treat.”
But looking forward, CBS is also launching NFL Today+, which will appear on NFL Sundays from 10 AM ET to noon on Paramount+ and the CBS Sports YouTube page.
“We know fans are doing things far differently, so we’re really excited for this,” Berson said. “We’ll be announcing the talent much closer to launch, but it’s three straight hours, two on digital streaming platforms, and then obviously the NFL Today thereafter.
“The fact that we can do something like this and offshoot a legendary show and connect with fans, and interact more with young fans, is something we’re excited about.
Another new change is the NFL Today desk will no longer handle highlight cut aways from games. Instead, a separate studio helmed by Adam Schein will take over in-game highlights.
Musburger called into the event from Montana and previewed some of the anecdotes and charm to expect when he visits on September 21. During his tenure, Musburger opened broadcasts with the famous line, “You are looking live at” and then he would say where the game was. It would seem unnecessary, but in an era when so much was tape delayed, Musburger said he spoke those words to alert gamblers what the weather was like in case that would affect betting.
“By the way, the audience should know that the second year, Bob Fishman came to me and said his father liked to bet a little bit on over-unders,” said Musburger, referring to the long time CBS Sports director. “’Can we give a weather report?’ I said, `We don’t have time to do that. We got 28 minutes of airtime. But I said, `Can you give me a live picture?’ And I think Chicago had bad weather that day. How unusual. But anyway, he gave me the line you are looking live. I used it, and that, of course, became the trademark of the show. But that’s how it began. Somebody wanted to look into those over-under numbers, baby.”
About Daniel Kaplan
Daniel Kaplan has been covering the business of sports for more than two decades. A proud founding reporter of SportsBusiness Journal, he spent the last four years at The Athletic.