Communications and Media

Communications and Media
WCBS Broadcasting Inc. is a well known television network in the United States of America which stated as a radio network. Initially the network was called the "Tiffany Networks." The organization was founded by William S. Paley in 1928. By then the United Independent Broadcasting Inc. had a collection of 16 radio stations that were sold to William Paley who then changed the name to Columbia Broadcasting System. Under the guidance of Paley CBS became the largest radio broadcasting network in the US and one of the three biggest American broadcast television networks. In 1995 the Westinghouse Electric Corporation bought CBS Inc. from Paley and hence adopted the name CBS Corporation (Kisseloff, 2005).
Paley was genius and innovative and he understood the importance of good programming as a key to selling advertising time. This art of programming came with huge profits both to the network and to other affiliate owners. He completely changed the broadcasting`s advertisement model by developing both money-spinning programs and viewing the sponsor (advertisers) to be a vital element in broadcasting (Matusow, 2004). With a massive financial base he managed to drive forward the television industry CBS in particular. He also understood that pooling together the small chains stations of CBS was key to creating a world class television broadcasting corporation. During his time he was described as one with uncanny sense of popular taste, he exploited this insight to come up with the CBS network. He also understood the desire of Americans to be informed of the happenings across the world especially the coming of the world war (Smith, 1990). He built CBS news division which came to be a dominant force similar to the network`s entertainment division. Paley was the heart of NBS`s television broadcasting, through his maneuvers, after the World War II NBS television broadcasting boomed surpassing radio broadcasting. He completely personified the control and vision of images in network television.
Before CBS integrated into what it is today it evolved by partnering with other broadcasters with an aim of becoming the world profound television broadcasting network. As early as 1927 WABC the network`s the broadcasted at a frequency of 860 kHz. In 1946 WABS was renamed to WCBS with an improved frequency of 880 kHz. During this time, CBS`s programming was initiated and other stations like KNXL Loss Angels, WBBM Chicago, KCBS San Francisco (KQW), and WJSV Washington merged with CBS. The main aim of CBS merging with all these networks was to increase their catchment area thus reaching may people (Robinson, 2001).
At the time of inception, professionalism of CBS founders made it an ideal credit company providing timely and objective credit services and information on consumer and corporate clients. The superb plans of reaching out to organizations through providing advance credits to made CBS succeed. Another area they are credited with...