CBS Corporation has formed CBS Experiences (CBSX), a new experiential events division focused on expanding the reach of CBS programming and properties through live and interactive encounters.
Rich Lobel will serve as executive VP and managing director for CBS Experiences. Vinnie Favale, senior VP of late night and talent development at CBS Television Studios, will partner with Lobel on the company’s new business. Both report to Tony Ambrosio, senior executive VP, chief administrative officer of CBS Corporation, on all matters related to CBSX.
CBSX will create a range of ticketed and sponsored events at venues and touring exhibitions to help deepen fan engagement. The events and exhibitions will also provide CBS with an opportunity to expand on its merchandising strategy.
“As marketers continue to place an increasing importance on the value of experiences, the launch of CBSX is an ideal opportunity to leverage our company’s many assets,” said Ambrosio. “By extending and elevating CBS properties, we have the ability to unlock incremental value, while also enabling consumers and marketers to engage with their favorite entertainment, news and sports brands in a new immersive dimension.”
Ambrosio added, “Rich’s extensive experiential background, coupled with Vinnie’s creative vision and knowledge of CBS properties, talent and events, gives us a winning combination of talent to run and grow this exciting new business for CBS.”