CBS used a quality-brand strategy to challenge NBC’s ratings dominance.

Evidence

Though dominant in ratings, NBC still clearly suffered from the same weakness in programming that had limited it in radio, mainly because of Sarnoff’s indifference to content. When Paley and his team of programmers launched their attack, the strategy would be one that had worked before, that of promoting CBS as the higher-quality alternative—the Tiffany Network—purveyor of the best of the best. — Tim Wu, The Attention Merchants, 442

Categorization

• XREF: The Tiffany Network brand strategy echoes how earlier chapters showed quality positioning working in radio and print markets. — connects to: Building news credibility made CBS a political power and brand asset. — Tim Wu, The Attention Merchants, 359; In 1950 NBC dominated early television with all five top-rated shows. — Tim Wu, The Attention Merchants, 432