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Making The “Crazy Quilt” of Old and New Media “Work Together”

Former VP of morning news on CBS, Steve Friedman, is teaming up with another former CBSer Nanci Ross, to form Vir2L Media LLC. The company is a “one-stop, full service consultancy, specializing in the creation, production, packaging and sponsorship of programs and channels, for both traditional media outlets and the digital space.”

“The idea here is to be inside enough to be ‘in’”, but outside enough to know what has to be done to make the crazy quilt world of new media and old media work together”, said Friedman in a press release.

Click continued to read the release…


STEVE FRIEDMAN AND NANCI ROSS ANNOUNCE Vir2L MEDIA, LLC.

Steve Friedman, former VP and Executive Producer of CBS News, and Nanci Ross, former Special Projects Director at CBS News have formed Vir2L Media LLC., a one-stop, full service consultancy, specializing in the creation, production, packaging and sponsorship of programs and channels, for both traditional media outlets and the digital space.

“The idea here is to be inside enough to be ‘in’”, but outside enough to know what has to be done to make the crazy quilt world of new media and old media work together”, said Friedman.

“World-class brands realize quality content is “king”, says Ross. “With more than fifty years of production skills between us, we know what a network or client wants their programming to look and feel like, where it should be broadcast, and who might want to buy or sponsor it. People are realizing is there is no substitute: “old media” experience is the hot commodity in the new media universe.”

Steve Friedman’s expansive career began with success at NBC “Today” where he was executive producer from 1979-1987, moving the program into the number one position. He returned in 1993-1994, and in between, he served as the executive producer of “Nightly News” (1990-1993) including weekend editions of the program. He was also executive-in-charge and one of the creators of “Dateline NBC”. Friedman built the street-level studio on 49th Street and Fifth Avenue, which elevated the profile of “Today” and became a major New York tourist attraction. From 1999-2002, Friedman was at the helm of CBS News’ “The Early Show”, where he again created a state of the art facility at the General Motors building on Fifth Avenue. He retuned to CBS in 2005 as Vice President, Morning Broadcasts. All this followed his tenure as Vice President and General Manager of WCBS-TV, New York, where he improved every newscast demographic in market share. Friedman joined WCBS-TV from Savoy Pictures where he was President of the company’s television operations, production and programming from 1995-1997.

In almost a decade at CBS News, Nanci Ross’ experience ranged from producing long form segments for “Public Eye with Bryant Gumbel“, to large-scale remote broadcasts of “The Early Show”. She created sponsor-driven, feature, and investigative series, and was in charge of the annual Summer Concert series. Ross was also the liaison for network events like Grammys, Tonys and Kennedy Center Honors, and CBS’ reality programming, for the morning broadcast. Prior to CBS, Ross was a senior producer at Fox/Twentieth Television. From 1988-1996, she was executive producer of WPLG/Post-Newsweek, Miami, where she is credited with creating numerous news, sports and entertainment programs. She is a Columbia University graduate and the recipient of multiple Emmy and industry awards.

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