CBS Corporation on Tuesday (10/30) revealed that it has named a President/CEO position for its CBS Global Distribution Group, an individual who will also serve as Chief Content Licensing Officer for CBS Corp.
But, it was perhaps CBS Corp.’s other announcement made Tuesday that had tongues wagging: David Poltrack is heading into retirement in June 2019.
Poltrack has enjoyed a five-decade career in research at CBS, joining the company in 1969. He was elevated several times throughout his time at CBS, rising to Chief Research Officer in 2005.
On June 30, 2019, Poltrack will retire from that role and as President of CBS Vision.
In his remaining months at CBS, Poltrack will focus on certain strategic projects for the company, reporting to acting CEO and President Joe Ianniello. Specifically, Poltrack will focus on research initiatives including media consumption and brand equity of broadcast networks in new media, as well as the long-term outlook for broadcast networks.
“Dave is a legend in the field of research and our business overall,” said Ianniello. “Back in 2014, Dave came forward and said he wanted to step aside in his 50th year at CBS. With today’s news, I am pleased to say he has reached this remarkable milestone … and what an extraordinary 50 years it’s been.”
Moving forward, Radha Subramanyam — who in November 2017 was named EVP and Chief Research and Analytics Officer for the CBS Television Network — will be responsible for overseeing all research operations, including audience measurement, analytics, market research, program testing and advertising research for the company.
If that name is familiar, it is because she came to CBS one year ago from iHeartMedia, where she held the role of served as President of Research, Insights and Data Analytics. Prior to joining iHeartMedia, Subramanyam held senior executive research roles at Yahoo!, MTV Networks and Nielsen, where she was one of that company’s early leaders of a new analytics and consulting practice.
“I am grateful to Dave for his invaluable contributions to our sales efforts, as well as his undying passion for the media business and his commitment to innovation, and for always striving to get it right with the utmost integrity,” said Jo Ann Ross, CBS Corp.’s President and Chief Advertising Revenue Officer. “Dave is a dear friend and confidant and the definition of a true gentleman and a scholar. His many years of loyalty, leadership and dedication are second to none, and his impact on CBS – and the industry as a whole – has been immeasurable. I look forward to working with him a bit longer before he retires in June.”
Ianniello said of Subramanyam, “As we look to the future, we are very fortunate to have Radha, one of our industry’s brightest minds in research and data analytics, help lead us towards accurate measurement of our entire audience across every platform, a business imperative. I am confident her extensive expertise will keep CBS at the forefront of innovation and advances in this critical area.”
As Chief Research Officer, Poltrack has been responsible for all research operations at CBS encompassing audience measurement, market research, program testing, advertising research and monitoring of the national and international video marketplace. In 2001 he opened the innovative CBS Television City Research Center at the MGM Grand Hotel and Casino in Las Vegas. This unique research center provides CBS with ongoing consumer feedback on changes in media consumption, new technology adoption and, most importantly, viewing and engagement with our programming.
Poltrack is a former chairman of the board for the Advertising Research Foundation, and in 2015 he won its Erwin Ephron Demystification Award. He is the only person to serve as chairman of the ARF two separate times, first from 1989-1991, followed by a second term from 2015-2017. This year, Nielsen paid tribute to Poltrack by presenting him with the first-ever Nielsen Consumer 360 Leadership Appreciation Award at their annual Consumer 360 conference. The award, which was given to Poltrack to a standing ovation, recognized his longstanding and unwavering positive impact on the industry as a whole.
Poltrack is also a past winner of the Hugh Malcolm Beville, Jr. Award presented by the NAB and the Broadcast Education Association in recognition of individuals who have made significant contributions to the design, use and/or understanding of broadcast audience research.
Further, Poltrack is past chairman of the Media Rating Council.
The news regarding Poltrack’s retirement overshadowed the naming of Armando Nuñez to the newly created position putting him in control of all content licensing, domestic syndication and international distribution.
Specifically, Nuñez will be responsible for a portfolio of CBS-owned original content that airs on the CBS Television Network, The CW, CBS All Access, SHOWTIME and non-CBS platforms, as well as a library of more than 10,000 episodes of programming.
Nuñez will also continue as head of CBS Studios International, a division that manages 11 channel ventures covering 109 territories, and CBS’s ownership of Network Ten in Australia. He will also oversee international co-productions and local content production, and coordinate with CBS Interactive to support the company’s global rollout of CBS All Access.
In addition, Nunez will also re-assume leadership of CBS Television Distribution, which produces and distributes seven of the top 10 first-run shows in syndication, including Entertainment Tonight, Wheel of Fortune, Jeopardy!, Inside Edition, Judge Judy and Dr. Phil.
From 2012-2016, Nuñez led a combined CBS domestic syndication and international distribution group. For the past two years, he has focused on CBS’s international business.
Nuñez has led CBS’ international operations since joining the company in 1999 as President of CBS Broadcast International. In January 2000, following the merger of CBS Television and King World Productions, he assumed the role of President, CBS Broadcast International and EVP of CBS Enterprises. He was named President, CBS Studios International (formerly CBS Paramount International Television) in August 2004, following the merger of CBS Broadcast International and Paramount International Television.
The appointment of Nuñez follows the recent announcement of Paul Franklin’s retirement and Scott Koondel establishing his own production and distribution company.
Franklin was the company’s head of domestic syndication, and Koondel was the previous Chief Content Licensing Officer.
— Hollywood
