Moonves was the keynote speaker Wednesday at the 40th Annual International Consumer Electronics Show.
He was emphatic when he spoke about CBS' aggressively planned approach to embracing digital opportunities.
"There's no such thing as old or new media anymore; we're just media," he said. "Whether 'programming' means 'CSI' or 'C++,' we're all playing on the same big digital field."
To drive home his point, Moonves shared the stage with CBS network interactive-world stars, such as Anthony Zuiker, creator of "CSI" -- which CBS in a news release called "the world's largest television franchise."
Zuiker told the audience his pioneering ideas made the show into the "multi-platform hit that it is today," and said audience participation had added to its enormous success.
Brian Bedol, the founder and president of College Sports Television, also appeared with Moonves. Bedol talked about CSTV's sports-community platform, FansOnly, which "allows friends to create their own viewing groups in a virtual Skybox."
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