In an era dominated by the fragmented, on-demand world of streaming, the traditional television model is facing its greatest challenge yet. With audiences no longer tethered to a weekly broadcast schedule, the old guard of network television is forced to innovate or be left behind. While many have predicted the decline of linear TV, one network continues to defy the odds, consistently proving that the classic formula still has immense power. That network is CBS, and its strategy is as simple as it is brilliant: double down on what works. By leveraging its most beloved and successful franchises, The Big Bang Theory and NCIS, CBS isn’t just surviving; it’s thriving. The network’s sustained ratings success isn’t just a testament to the shows’ popularity; it’s a powerful, irrefutable case for the future of the franchise model. The audience is speaking with its remote, and the message is clear: they want more.
The sustained success of these two distinct universes—one a long-running sitcom, the other a procedural juggernaut—is the ultimate proof of concept for a business model that reduces risk, capitalizes on brand loyalty, and provides a comfortable, familiar escape for millions of viewers. This isn’t just about making TV; it’s about building an entertainment empire.
The Comedy Juggernaut: The Unstoppable Power of The Big Bang Theory
When The Big Bang Theory ended its historic run in 2019, many believed it would quietly transition into syndication and become a nostalgic footnote in television history. They couldn’t have been more wrong. The show’s reruns, on both linear TV and streaming services, continue to pull in astronomical numbers. It has become a ratings juggernaut, a form of comfort-food television that audiences return to again and again. But the real genius of the show’s legacy lies in its ability to spawn a successful, multi-generational franchise.
The prequel series, Young Sheldon, which explores the childhood of the show’s most iconic character, Sheldon Cooper, has been an undisputed hit. It’s a testament to the show’s enduring appeal, but it’s also a powerful argument for the franchise model. The show didn’t have to build an audience from scratch. It was launched with a massive, pre-existing fan base that was already invested in Sheldon’s story. By delving into the character’s origins, the network found a way to not only continue the brand but also to explore a different genre—a single-camera family comedy instead of a multi-camera sitcom. The success of Young Sheldon has been so profound that CBS is already planning a new spin-off, a sequel series that will follow the characters of Georgie and Mandy as they navigate their new lives. This isn’t just a show; it’s a universe, and the network is betting that the audience’s appetite for it is endless.
The Procedural Empire: The Unending Reach of the NCIS Universe
While The Big Bang Theory represents a new kind of franchise, the NCIS universe is the original blueprint for broadcast success. The show, which started as a spin-off of JAG, has been a ratings juggernaut for over two decades. But its true genius lies in its ability to spawn its own successful offspring. The original show was so popular that it gave birth to a number of successful spin-offs, including NCIS: Los Angeles, NCIS: New Orleans, and NCIS: Hawai’i. The strategy was a simple but brilliant one: take a beloved brand, a well-established procedural format, and a familiar set of characters, and move them to a new, exotic location.
The model works because it doesn’t have to build an audience from scratch. It gets to borrow one. The fans of the original show, who are already invested in the world of naval crime, are much more likely to tune in to a new show with a similar feel. The network can use a backdoor pilot, a common episode of the original show that introduces the new characters, to launch the new series. This is a much safer and more cost-effective way to launch a new show than taking a gamble on a new idea. The NCIS universe is a testament to the power of a brand and the loyalty of a fan base. It is a model that CBS has perfected, and it is a model that it is now using to build a new empire.
The Case for More Spin-offs
The sustained success of both the Big Bang and NCIS franchises isn’t a coincidence; it’s a strategic victory. It’s proof that in the age of streaming, audiences are not tired of these worlds. In fact, they crave them. They want shows that feel like home, shows that they can return to again and again, shows that they can rely on for a familiar sense of comfort. The success of these two franchises is a powerful case for the future of the spin-off model.
The audience is clearly not tired of these worlds. The brand loyalty is high. The risk is low. This success makes a compelling case for the network to continue its strategy. We could see a new NCIS spin-off, perhaps set in a different location or centered on a new type of military crime. We could see a new Big Bang Theory spin-off, perhaps an origin story for another one of the show’s beloved side characters. The possibilities are endless.
In the age of streaming, where audiences have an endless supply of original content, CBS has figured out a way to win. It’s not by trying to out-Netflix Netflix; it’s by doubling down on what it does best: building franchises that feel like home to millions of viewers.
