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Bakish says ViacomCBS will bring key elements to NFL rights negotiating table

Viacom Inc. and CBS Corp. executives want the recombined company to be part of the National Football League's TV rotation in the future.

Bob Bakish, president and CEO of Viacom who will lead the combined ViacomCBS entity when the merger closes, said at a Sept. 17 investor conference that he has talked in principal to the NFL, which unsurprisingly would like "a larger check." CBS pays some $1 billion in annual rights fees for its American Football Conference package and playoff contests, as well as being in the Super Bowl rotation along with NBC (US) and FOX (US)

CBS CFO Christina Spade, who will hold a similar role at ViacomCBS, said CBS (US) offers the NFL the broad reach it desires, plus a strong history of high-quality production, as it continues to invest in multicamera and other technologies. She noted that sports, in general — and the NFL, in particular — have been a "cornerstone" to drive higher carriage fees.

Bakish noted that while the CBS audience skews older, Viacom cable networks attract younger viewers and that will help the league grow its next generation of fans and keep the NFL brand "strong over time.” He also said the combined company can help the league grow beyond U.S. viewership.

"As you look to develop a global business over time, that's substantial value," he said.

While CBS and other league contracts run through the 2022-2023 season, some expect negotiations to begin as soon as next year. Spade declined to put a specific time frame on potential talks but said the league is working on a collective bargaining agreement with the players association, and the discussions will occur after a new labor pact is drawn.

Marci Ryvicker, a media analyst at Wolfe Research, recently said she foresees ABC (US) rejoining the NFL's network roster also following the next negotiating cycle.

At the event, Bakish discussed continued growth in the subscription video-on-demand arena as its streaming services CBS All Access and Showtime OTT now have more than 8 million combined customers, with an expectation for 25 million by 2022.

Viacom's BET Networks also is teaming up with comedian Tyler Perry on streaming offering BET+. Slated to launch Sept. 19, the service, carrying a monthly retail price of $9.99, will feature exclusive new original programming and series, movies and specials from BET Networks, Perry and other African American content creators.

These SVOD services will work alongside PlutoTV, Viacom's ad-supported streaming entry that counts some 18 million monthly active users. Credited with helping Viacom return to U.S. ad growth in the second quarter following declines that had extended to five years, Pluto TV offers Viacom and CBS fare, as well as content from 165 suppliers, including the NFL.