George Cheeks navigates Paramount Global’s transformation as key executive overseeing CBS operations and content strategy during transition to Skydance ownership and digital streaming competition.

Executive Career Path

NBC Universal Background: Built career at NBC Universal, rising through business affairs and late-night programming, developing expertise in content monetization and talent relations.

Viacom Experience: Served as Chief Operating Officer at Viacom, overseeing MTV, VH1, and BET networks, demonstrating ability to manage diverse content brands.

CBS Leadership: Appointed President and CEO of CBS in 2020, taking helm during pandemic and accelerating digital transformation while maintaining broadcast dominance.

Paramount Role Expansion: Added Chief Content Officer responsibilities for Paramount+ streaming service, balancing traditional and digital content strategies.

Strategic Leadership

Cheeks oversees critical transformation period:

Streaming Integration: Manages delicate balance between feeding Paramount+ with CBS content while maintaining value of linear broadcast network.

Sports Rights Management: Oversees expensive NFL and other sports contracts crucial to CBS relevance and Paramount+ differentiation.

News Division Relations: Navigates relationship between CBS News and corporate leadership, especially following Bari Weiss appointment as editor-in-chief.

Content Investment: Balances investment in original programming across broadcast and streaming while managing cost pressures.

Organizational Challenges

Faces complex management environment:

• Ownership Transition: Managing through Skydance acquisition and integration with new corporate leadership under David Ellison
• Cultural Tensions: Balancing traditional CBS culture with digital transformation demands and new ownership vision
• Talent Relations: Maintaining relationships with key on-air talent and producers during organizational uncertainty
• Competition Response: Competing against both traditional networks and streaming giants with different business models

Industry Positioning

Cheeks represents bridge between eras:

Traditional Expertise: Deep understanding of broadcast television economics, programming, and operations.

Digital Adaptation: Recognizes necessity of streaming transformation while protecting broadcast revenue streams.

Content Philosophy: Emphasizes broad appeal programming that works across linear and streaming platforms.

Diversity Commitment: Advocates for diverse content and talent, reflecting changing American demographics.

Political and News Oversight

Role includes indirect influence over political content:

CBS News Relationship: While Tom Cibrowski runs day-to-day news operations, Cheeks maintains oversight responsibility.

Editorial Independence: Must balance journalistic independence with corporate interests and new ownership priorities.

Political Programming: Oversees entertainment content that increasingly addresses political themes and social issues.

Platform Decisions: Influences how political content is distributed across broadcast and streaming platforms.

Future Trajectory

Cheeks’ leadership affects media landscape evolution:

• Broadcast Viability: His success or failure impacts future of broadcast television as relevant medium
• Streaming Competition: Paramount+ performance under his content strategy affects market consolidation
• News Investment: Decisions about news funding influence American journalism’s future
• Cultural Production: Shapes what stories and perspectives reach mass audiences

Management Style

Known for collaborative approach while making difficult decisions:

Talent Development: Emphasizes developing diverse creative voices and executive pipeline.

Data-Driven Decisions: Balances creative instincts with audience data and financial metrics.

Cross-Platform Thinking: Promotes content strategies that work across multiple distribution channels.

Industry Relationships: Maintains strong relationships across Hollywood and broadcasting communities.

George Cheeks embodies challenges facing traditional media executives: managing legacy businesses while building digital futures, serving broad audiences while addressing fragmentation, and maintaining journalistic traditions while adapting to new ownership and business models. His tenure at CBS and Paramount represents critical test of whether traditional media companies can successfully transform while preserving their cultural influence and business viability.