A veteran of CBS since 1992, Passant has produced the overnight news broadcast “Up to the Minute” on the CBS Television Network and managed CBS Newspath, the company’s affiliate news service. He also has served as executive director of broadcast marketing at CBS News. “As our business continues to grow, we are leveraging the latest marketing tools and technologies, and we have modernized and streamlined our teams to craft campaigns for ALL platforms and quickly turn around all requests,” he says. “Like the entire media business, we have gone digital and we are ready for any changes in the future.”
What professional accomplishments are you most proud of from the past 12 months?
I am most proud of our accomplishments that have enabled CBS and our affiliate/MVPD partners to remain at the top of the game. As our business continues to grow, we are leveraging the latest marketing tools and technologies, and we have modernized and streamlined our teams to craft campaigns for ALL platforms and quickly turn around all requests. We are laser focused on social media. In 2018, we will continue to change the way we do business, bringing Salesforce to our teams and allowing our partners to communicate and collaborate in any way they like. Like the entire media business, we have gone digital and we are ready for any changes in the future.
With all the disruption in the marketplace, how has the role of an affiliate marketer changed?
One of my most important roles as an affiliate marketer is conveying the value of partnering with CBS, America’s Most Watched Network. While many things in our business have changed, what has not changed is the importance of listening to the “customer” and making sure they have all the resources to be successful. Our success is intertwined, and it is imperative that any client of CBS has the right person to guide them through all the amazing services and resources we provide. I am thrilled to be in that role and proud CBS has been and continues to be a leader in our relationships with our affiliates/MVPD clients.
What do you do for fun outside of work?
One of my most rewarding activities outside my marketing role is playing a central role in CBS’ diversity efforts. I lead the Company’s gay and lesbian employee group known as ANGLE. We have a couple hundred members throughout the CBS Corporation. We are a valuable resource and asset to the Company as it remains committed to diversity both in programming and in the workplace.