List of CBS slogans

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This is a list of advertising slogans used by CBS.

1960s

• 1963: "The Stars' Address is CBS"
• 1965: "Hey, Look Us Over!"
• 1966: "You'll See Stars!"
• 1967: "Get In the Winner's Circle"
• 1968: "The Look of a Winner!"
• 1969: "The Best Television on Television"

1970s

• 1970: "The Man Can't Bust Our Network" (Operation 100)
• 1970: "The Revolutionaries are on CBS"
• 1971: "Where the Good Times Are"
• 1972: "Have We Got a Fall For You!"
• 1973: "The Best is Right Here on CBS" aka "CBS is Easy on the Eyes"
• 1974: "See the Best...CBS"
• 1975: "Catch the Brightest Stars on CBS"
• 1976: "The Hot Ones"
• 1977: "There's Something in the Air"
• 1978: "The 32 Days of Fabulous February!" (sweeps)
• 1978: "Turn Us On, We'll Turn You On"
• 1979: "We're Coming On" (February)
• 1979: "We're Looking Good!" (Used by ATV-10 Melbourne in 1981)

1980s

• 1980: "Looking to the 80's" (February)
• 1980: "Looking Good Together"
• 1981: "Reach for the Stars" (used by ATV-10 Melbourne in 1982)
• 1982: "Great Moments"
• 1983: "February Looks Great On CBS"
• 1983-1986: "We've Got the Touch" (done by Kenny Rogers in 1985)
• 1984: "The February Touch"
• 1986: "Share the Spirit of CBS"
• 1987: "CBSpirit"
• 1988: "CBS: Television You Can Feel" aka "You Can Feel It on CBS"
• 1989-1990: "Get Ready for CBS" (1990 version based on a song by The Temptations, 1990 video adapted for Ten's 1991 video "That's Entertainment")

1990s

• 1991: "The Look of America is CBS"
• 1992: "This is CBS"
• 1993: "It's All Right Here"
• 1993: "Can't Stop at the Top"
• 1994: "Everyday People" aka "CBS People"
• 1995: "You're on CBS"
• 1996: "Welcome Home (to a CBS Night)"
• 1997: "The Address is CBS...Welcome Home" (an update on "Welcome Home")
• 1999: "The Address is CBS" (an update on "The Address is CBS...Welcome Home")

2000s

• 2000-2005: "It's All Here" (an update on "The Address is CBS")
• 2005: "America's Most Watched Network"
• 2005: "Everybody's Watching CBS"
• 2006-present: "We Are CBS"

Looking Good

This was the campaign CBS used from 1979-81. Several new shows premiered during this time. In 1979, CBS used 'We're Looking Good' as its slogan. In 1980, CBS modified the campaign with the 'Looking Good Together' slogan. The Looking Good slogan was used by ATV-10 Melbourne in 1981.

Local Stations

1979-1980:

• WJKW (now WJW-TV, a Fox affiliate) in Cleveland: "We're Looking Good, on TV-8"

1980-1981:

• KDKA in Pittsburgh: "Pittsburgh's Here 2 You, We're Looking Good" (Incorporated with KDKA's 'Here 2 You' campaign)

Reach For The Stars

CBS used the slogan during the 1981-82 season. CBS used the space-shuttle theme to capitalize on CBS' good ratings, as well as the launch of the space shuttle Columbia. ATV10 in Melbourne used it during 1982

Local Stations

• WJBK in Detroit: "Reach for the Stars on TV-2" (Also incorporated with its own 'Two's the One' campaign)
• KAUZ in Wichita Falls: "Reach for the Stars on Channel 6"
• KDFW in Dallas: "Reach for the Stars on Channel 4"
• KECC in El Centro, CA (now KECY and with Fox): "Reach for the Stars on TV-9"
• KFDA in Amarillo, TX: "Reach for the Stars on Channel 10"
• WCBS in New York City: "Reach for the Stars on Channel 2"
• WTVT in Tampa: "Reach for the Stars on Channel 13"
• WBAL in Baltimore: "Reach for the Stars on WBAL" (taged with Frank Gari's "Hello News" campaign when the station was about to change to CBS in 1981)
• WCPO in Cincinnati: "Reach for the Stars on Channel 9"

Note: WJBK, KDFW, and WTVT are all now Fox owned and operated stations. WCPO is now an ABC affiliate. WBAL is now an NBC affiliate

Great Moments

Main Article: Great Moments

Great Moments is the name of a CBS campaign from 1982. Shows being launched that year on the network include Square Pegs and Newhart. As with every season from 1979 until 1983, CBS still remained at the second spot in the ratings race behind ABC. However, the gap between CBS and ABC was slowly narrowing as CBS would eventually regain its top spot at the end of the 1983-1984 season.

Campaign Synopsis

The promo begins with a still of the 1951 introduction of the CBS "eye" logo. Then still of previous CBS shows such as I Love Lucy, The Ed Sullivan Show, Lassie, and Gunsmoke appears with them in a box that appears to be shrinking into the distance until a tiny version of the 1951 CBS eye logo appears again. Immediately the CBS logo then "morphs" and "enlarges" into other newer versions of the CBS logo until the current rendition of the logo is shown in a deep purple hue and violet outline.

Next the Great Moments appears in a golden metallic font encompassed in a rhombus shape all among an black-orange gradient background. Five beams of light from behind zoom in front of the logo to begin the clip montage of upcoming and returning shows. The promo ends with the same Great Moments logo and five beams of light (expect rather than zooming into the screen, the beams crash intro the logo). A final montage of previous renditions of CBS logos appears until the current one stands out.

Among the many shows featured in the promo, freshman show Mama Malone would not debut until 1984. Also the clip show ended with a painting of the cast members of MASH, which appropriately enough would end its run with its highly-acclaimed and most-watched season finale.

As with the previous season, a shorter karaoke version was aired to complement the promo. It featured everyday people singing along to the tune with the lyrics at the bottom of the screen and a bouncing ball in the shape of the CBS eye moving in sync to the lyrics.

Local versions of the campaign include:

• KFSM in Ft. Smith, Arkansas - "Great Moments on TV-5"
• KSL in Salt Lake City, Utah - "Great Moments on Channel 5"
• KDFW in Dallas, Texas (now a Fox affiliate) - "Great Moments on Channel 4"
• KECY in El Centro, CA (now a Fox affiliate) - "Great Moments on TV-9"
• KFDA in Amarillo, TX - "Great Moments on Channel 10"
• KAUZ in Wichita Falls, Texas - "Great Moments on Channel 6"
• KCCI in Des Moines, Iowa - no title, it just used the music from the national campaign tying in with local station footage
• WJKW in Cleveland (now a Fox affiliate) - "Great Moments on TV-8"
• WCBS-TV in New York City - "Great Moments on TV-2"

We've Got The Touch

This was slogan was that was used for CBS from 1983 to 1986. One of CBS' most successful campaigns, several popular shows premiered during the time of the slogan. Richie Havens, Aaron Neville, and Kenny Rogers provided the vocals for the campaign.

Local Stations

Stations that used the customized version of the We've Got the Touch Campaign.

1983-1984:

• WCBS in New York City: "We've Got the Touch, You and Channel 2"
• WJBK in Detroit: Same as WCBS
• WBBM in Chicago: Same as WJBK and WCBS
• WDVM (now WUSA) in Washington, DC: "We've Got the Touch, You and Channel 9"
• WJKW (now WJW) in Cleveland: "We've Got the Touch, You and TV-8"
• WKBN in Youngstown, OH: "We've Got the Touch, You and 27"
• KCTV in Kansas City: "We've Got the Touch, KCTV-5"
• KIRO in Seattle: "We've Got the Touch, You and Channel 7"
• WJTV in Jackson, MS: "We've Got the Touch, You and Channel 12"
• KECY in El Centro, CA (now a FOX affiliate): "We've Got the Touch, You and TV-9"
• KFDA in Amarillo, TX: "We've Got the Touch, You and Channel 10"

1984-1985:

• WJBK in Detroit: "You and Channel 2, We've Got the Touch"
• WCBS in New York City: Same as WJBK
• WDVM (now WUSA) in Washington, DC: "You and Channel 9, We've Got the Touch"
• WDTV in Weston, WV: "You and Channel 5, We've Got the Touch"
• KGMB in Hawaii: Same as WDVM
• KTVA in Anchorage: "You and 11, We've Got the Touch"
• KNOE in Monroe, Louisiana: "You and TV-8, We've Got the Touch"
• WJKW (now WJW) in Cleveland: same as KNOE
• KTHV in Little Rock, Arkansas: "Arkansas 11, We've Got the Touch"
• KREM in Spokane, Washington: "You and KREM 2, We've Got the Touch"

1985-1986:

• WJW in Cleveland: "We've Got the Touch on TV-8"
• WTOL in Toledo, OH: "We've Got the Touch on Toledo 11"
• KDKA in Pittsburgh: "We've Got the Touch on TV-2"
• KIRO in Seattle: "We've Got the Touch on KIRO-TV"
• WFSB in Hartford, CT: "Stay in Touch with Channel 3"
• WDTV in Weston, WV: "We've Got the Touch on 'DTV"
• WTVT in Tampa Bay: "We've Got the Touch on Channel 13"

In Australia, a few of these slogans have been adapted by Network Ten, while in Brazil, some made it onto SBT.

Note: WJW (then-WJKW) in Cleveland is now a Fox affiliate. WJBK in Detroit and WTVT in Tampa are now Fox Owned and Operated Stations.

Share the Spirit of CBS/CBSprit

From 1986 to 1989, the CBS television network ran two season-long campaigns using the Spirit concept. These two seaons marked the last couple of years in the 1980s that CBS maintained stellar ratings among the Big Four networks. The campaigns, Share the Spirit of CBS and CBSpirit, brought in an updated look to CBS promotions, at the time when ITT Partners, Inc. took control of CBS and installed new network president Laurence Tisch. The new order modernized the CBS look for the late '80s, with a promotional style somewhat different from the campaign that it replaced, We've Got the Touch.

Share the Spirit of CBS (1986-87)

The Share the Spirit of CBS campaign ushered in a new era - although one of transition - for CBS. For the first time, promos featured full-out computer graphics and new DVE effects.

The full-length promo begins with candid snapshots of the current CBS stars, grouped by individual show casts posing together. The photos then segued into a procession of show clips from the previous season, which intertwined with the new CGI effects featuring the lettered CBS logo among a variety of glossy backdrops; such included "CBS" resting against a wall of blue-outlined 3D CBS eyes. Unlike most network campaign promos, the full length version of Share the Spirit not only showed a brief clip preview of new fall series, but also utilized the CGI effects to map out the entire fall schedule by night. Aganist a still, horizontal wall, a still of each show's opening title were presented in order of time slots under every night. If three hour-long shows for a night were displayed, all three opening title shots would appear at the same time. For the nights with multiple half-hour shows and one hour-long program, the 30 minute shows would fade on and off, one at a time.

Another procession of show clips would lead to the last one, a scene from Cagney & Lacey. Chris Cagney (Sharon Gless) is taking a family portrait of the Laceys in their living room. One the photo is taken, it freezes and drops into a CGI photo album titled "The CBS Family" on the cover. This is to culminate the entire promo by making it seem that all program clips, and the snapshots that preceded them, were a look into the photo album of this big "family". Promos and show previews utilized a giant "wonder wall" of text set in the traditional lettered CBS logo (similar to the still wall used on the fall schedule portion of the full-length promo). Previews would have the title of the show copied endlessly along the wall, while a bolder print of the show's title (in the same font) would appear in the center. This effect would be zoomed in upon.

Localized versions:

• WTVF-TV Nashville: "We Share the Spirit" (only the slogan was borrowed by the CBS affiliate; the network musical bed and lyrics were not used.)
• WFMY-TV Greensboro: "Share the Spirit on Channel 2"
• WTKR-TV Norfolk, VA: "Share the Spirit on Channel 3"
• WNCT-TV Greenville, North Carolina: "Share the Spirit on Channel 9"
• KJEO-TV Fresno: "Share the Spirit on 47"
• WJKA-TV Wilmington: "Share The Spirit on 26"
• KECY-TV El Centro, CA: "Share The Spirit on TV-9"
• KFDA-TV Amarillo, Texas: "Share the Spirit on Channel 10"
• WTVX-TV West Palm Beach: "Share the Spirit on 34"
• KAUZ-TV Wichita Falls, Texas: "Share the Spirit on Channel 6".

CBSpirit (1987-88)

After the success of Share the Spirit of CBS, the network decided to keep a similar concept for the following season, resulting in the CBSpirit campaign. Most CBSpirit promos utilized a procession of show clips once again. However, the new graphic motif was a swirling (or "swishing") blue line, that was used to represent "the spirit". This "swish" was best represented by the jingle's opening lyrics: "There's something in the air, it's a spirit and you've got it, oh yes.." (Coincidentally, There's Something in the Air was CBS' campaign slogan exactly ten years earlier, for 1977-78.) The full length promo, like the previous year, had a special portion that identified new fall shows; this time around, a mapped-out fall schedule did not follow it or appear at all. All forms of the CBSpirit promos ended with the campaign's logo zooming inward against a dark background of shooting lines of red and pink; the blue swish flew around the logo. When the logo began to zoom in, "CBS" would appear in a neon-orange light, and when it centered itself, the light, now bright red, transferred itself over to "SPIRIT"; thus leaving the "CB" darker. This graphic was created by PDI in Sunnyvale, California and designed and art directed by John LePrevost.

For weekly promos throughout the CBSpirit season, the following setup would occur. Before each show preview, the show's logo would appear on a blue square or rectangle with an orange underline beneath it. This graphic is set against the same piercing line background as seen in the image above. The familiar blue swish would fly around the show logo. At the end of the promo, the day of the week would appear in large, traditional CBS-font in a variety of neon colors (emulating the CBSpirit lettering), as it glides along a CGI wall of lines of varying designs and sizes. This view is seen from a side perspective rather than from the center. Later in the season, the swishing-line title motifs were dispensed with, with the show logo-containing rectangles/squares appearing in the bottom left hand corner of the show previews.

Localized versions:

• WCAX-TV Burlington, VT: "Channel 3 Spirit"/"Burlington Spirit"
• KOLR-TV Springfield, MO: "KOLR 10 Spirit"/"Ozarks Spirit"
• KAUZ-TV Wichita Falls, TX: "Channel 6 Spirit, oh yes."
• WCBS-TV New York, NY: "Channel 2 Spirit, oh yes."
• KFDA-TV Amarillo, TX: "Channel 10 Spirit, oh yes."
• KDFW-TV Dallas, TX: "Channel 4 Spirit, oh yes."
• KECY-TV El Centro, CA: "TV-9 Spirit, oh yes."

Note: KDFW and KECY are now Fox affiliates.

Get Ready for CBS

Get Ready for CBS was an advertising slogan used on the CBS Television Network for their 1989 and 1990 season campaigns. It was launched at the time when CBS, under network president Laurence Tisch, was slowly faltering in the Nielsen ratings overall, placing next-to-last place just ahead of young network Fox. Under Tisch, CBS had developed a stodgy, "over the hill" image in its programming, largely due to the older, middle-aged-to-elderly demographic brought in by such shows as Murder, She Wrote, Newhart, and the long-running dramas Dallas and Falcon Crest, for instance. The Get Ready campaigns were part of the strategy to gain younger viewers while keeping the traditional audience intact.

1989-90 Image Campaign

The first Get Ready campaign was ambitious, with an unusual (up to that time) ploy to rebuild CBS' audience. The motif of the 1989 promos was featuring CBS stars in a remote studio preparing for photo shoots, with a gray and silver wall backdrop constantly surrounding them. The main full-length promo features random people in sunny location settings in anticipation, looking onward, (as the theme lyrics imply) for the new season on CBS. A man is seen carrying a woman in his arms by the roadside while a long, big-rig truck with the Get Ready logo posted three times on its side (with multicolored backgrounds) passes by them. The CBS eye is printed in black on the back door of the truck. This is followed by the view of a woman opening a door to the remote studio, where the network stars interact with each other during the photo shoots. In between show clips (of both new and returning shows), the stars often say or ask, "Are you ready?" "I'm ready" "Get ready already" or "Get ready!" in unison. Sportscaster John Madden, then with CBS, was a running gag throughout the promos. He often said to everyone "I'm not ready yet", or "I'm still not ready". At the end of the full-length promo, Madden crashes out of the CGI Get Ready logo, shouting "I'm ready! Hey, where'd everyone go?", as being the last one to be ready.

The promos, in various length and forms, were run heavily over the summer of 1989 and into the fall, to improve the ratings. In addition, CBS went into partnership with Kmart department stores to aid in the effort. Together, they launched the "CBS/Kmart Get Ready Giveaway", a bonanza that encouraged people to turn to CBS to win a variety of prizes. They included a dream vacation, a brand new Dodge Caravan, and a huge cash prize. Viewers were able to participate by picking up a circular at any Kmart location, with all the prize information and a given number inside. The number had to be matched by the one announced on TV the nights that the Giveaway was being played (during the primetime lineups). The contest began on CBS' September premiere week and ended October 7, 1989, marking the first time an American broadcast network teamed with a major national retailer to encourage viewership.

Local versions of the 1989 campaign:

• WCBS-TV New York City: "Get Ready for WCBS Channel 2"/"Get Ready for Channel 2!"
• WNEV-TV (now NBC) Boston: "Get Ready for Channel 7"
• KHOU-TV Houston: "Houston, Get Ready for 11" (for sports, it would be "Get Ready, 11 Sports")
• KDKA-TV Pittsburgh: "Get Ready, It's KD & You" / "Get Ready for TV-2"
• KERO-TV (now ABC) Bakersfield, CA: "Your News For the '90s"/"Get Ready for 23"
• WCAU-TV (now NBC) Philadelphia: "Get Ready for Channel 10"
• WBMG-TV Birmingham, AL: "Get Ready for 42"
• KECY-TV El Centro, CA (now Fox): "Get Ready for TV-9"
• KFDA-TV Amarillo, TX: Same as WCAU-TV
• WCAX-TV Burlington, VT: "Burlington, Get Ready for Channel 3"/"Get Ready for Channel 3!"
• KOLR-TV Springfield, MO: "Get Ready for KOLR-10"
• WISH-TV Indianapolis, IN: "Hey Indy, Get Ready for WISH TV"/"Get Ready for WISH TV"
• WMBD-TV Peoria, Illinois: "Get Ready for Stereo 31"
• WJW (now Fox) Cleveland, Ohio: "Get Ready for TV8"
• KMTV-TV Omaha, Nebraska: "Get Ready for KM3"

Reaction of Kmart tie-in

Although media insiders applauded CBS' new promotional effort, they criticized the involvement with Kmart. Some were noted to say that it was officially the end of the "Tiffany Network era", and that they were selling out to discount-store America in a ploy to get viewers. Despite the reactions, the tie-in helped; not only were there some winners around the country, but the combined tactics of the Get Ready campaign helped raise CBS' fall viewership ratings by 20%.

1990-91 Image Campaign with The Temptations

When CBS decided to keep their Get Ready campaign for a second year, they decided to use The Temptations' classic 1966 hit "Get Ready" as the jingle. So, as a result, the network managed to pull the legendary Motown group out of retirement to do a new version of the song. The 1990 version of "Get Ready" had the lyrics tailor made for CBS and its shows, along with an updated musical arrangement, featuring guitar and saxophone solos.

The main promos featured the Temptations performing before an artsy, animated backdrop, along with the network stars dancing along to the song. In the beginning parts, the stars would pose in an animated picture frame or square cutout, with a smaller video inset below them of another star holding up colorful placards with the lyrics of "Get Ready" (more specifically, the "fiddly-dee, fiddly-dum" parts). Other parts, and variations, had many CBS stars bursting out of doors doing crazy poses and gestures. The casts of individual shows posed together, in real-life sets with vibrant designs. A notable running motif is the appearance of Candice Bergen, whose soulful wail begins the song; during the promos, she is seen singing with the Temptations, dressed in a matching blue suit, as if she were a member of the group. (similar to John Madden's running gag the previous year). This gag was most likely a nod to Bergen's hit sitcom Murphy Brown frequently guest starring classic Motown acts such as Aretha Franklin; and the spring 1990 season finale of Murphy Brown itself, in which the Temptations appeared to sing at the wedding of Corky Sherwood (Faith Ford) to Will Forrest (Scott Bryce).

Local versions of 1990's Get Ready for CBS had a generic promo made by the network for the affiliates that chose to use it. The affiliate promos were set in a diner, which, rather surreally, was located inside someone's old fashioned TV set. The "virtual people" inside the TV diner were encountered by images of CBS stars, suddenly popping up. For example, Candice Bergen's face appeared inside someone's coffee cup, while Patrick Duffy and Gerald McRaney were among the people to show up over hanging order checks. Meanwhile, little people outside the TV were invited to come inside the diner by local affiliate personalities waving and motioning them (they appeared on the giant TV screen). The middle of the promo featured both affiliate and syndicated stars dancing to "Get Ready" (with the same Temptations version used in the national promos). For the affiliate branding, the following would occur: the station's call letters would be pressed on a jukebox selection; the station logo would appear inside an empty coffee pot; and at the end, the logo would appear in the night sky under a full moon in the shape of the CBS eye.

There was one common thread between both years' Get Ready affiliate promos. In 1989, the WCBS-TV version (only) had a flying remote with the CBS 2 logo printed on the bottom, which zapped on TV sets in the promo. For the generic 1990 affiliate promos, the flying remote was used once again all across the board, which zapped the images of CBS stars over the random objects in the diner. In year two, instead of an affiliate logo on the remote, the CBS logo appeared by itself.

The 1990 campaign was subsequently adopted by Network Ten (as "That's Entertainment", in 1991), and SBT (as "Se Liga No SBT" {Get Ready for SBT} in 1993).

The following stations aired this generic Get Ready promo:

• WCBS-TV New York
• WHDH-TV Boston
• WUSA-TV Washington, D.C.
• WBMG-TV Birmingham

Ironically, the song was in a 2006 campaign promoting the then-infant network The CW, which in turn was owned by CBS 50%.

fr:Liste des slogans de CBS