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Culture

It's the final countdown

George Schweitzer, chief marketing officer at CBS, discusses the promotion of premiere week. As we get closer to the big day in September, he says "Prepare to be inundated with a mounting tsunami of promotions for the CBS fall season."

"It was impossible to get a conversation going; everybody was talking too much." Yogi Berra

In a few weeks, 25 new network shows will take to the airwaves, and 18 will move to new time slots. With so much at stake, all of us at CBS are working nonstop to make sure that our messages reach our target audiences, get noticed, and are top of mind when everyone is on their couches this September.

This is an exciting time for us. It's the culmination of months of creative planning that began last May with the Upfront, and the manifestation of all the fantastic work that followed. All of these efforts build to a crescendo during premiere week on September 20, when the much-anticipated new TV season officially begins.

We treat each show as its own brand. Each has its own marketing plan developed for its own target audience. We take nothing for granted. The most powerful asset we have is our own air--the massive reach of CBS on prime time, daytime, sports, news, and late night. On our air you'll see tempting promotions of our new and returning shows. Below is a fun mashup highlighting the move of "The Big Bang Theory" to Thursday nights at 8 p.m.

But that's not enough. So we also go off-network to reach entertainment viewers. Our goal is to be wherever people are looking, listening, and watching. That means on cable television and radio, in magazines and newspapers, on outdoor billboards and buses and trains and, of course, online.

Here are just a few we've spotted out there already...

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As we get even closer to the big day, prepare to be inundated with a mounting tsunami of promotions for the CBS fall season. I have a sign in my office that says "Just when you're getting sick of it, others are only seeing it for the first time!" How true. Stay tuned.

Visit here for a list of official premiere dates.