That was the message from CBS President and CEO Leslie Moonves at this year's Mipcom in Cannes, where he was named personality of the year.
He told an audience at a packed Salle Lumiere that content remains the critical issue in a digital age.
CBS 'drives the global engine .Wireless is useless ifyou're hitless,' he said.
CBS is responsible for hit shows such as C.S.I., The Late Show With David Letterman, Weeds andCalifornication (which both air on the CBS-owned cable channel Showtime), clips of which were shown at the event.
In a one-to-one on-stage interview with Endemol Chief Creative Officer Peter Bazalgette, Moonves explained how CBS' new ventures like EyeLab aim to beat YouTube at its own game (CBS parent Viacom sued YouTube for $1bn over copyright infringement in March this year) by creating its own mash-ups of CBS content and sending it out as far and wide as possible.
He and Bazalgette also discussed the future in terms of whether or not the VOD model would dominate or if viewers would be more keen to sit through an ad attached to a piece of free programming on the Internet.
Moonves said that although it may be too early to tell, ads will probably ultimately be more successful than paid content.
Finally, he addressed CBS' recent moves to ramp up film production. In March, CBS launched CBS Films with the hiring of former Paramount executive Bruce Tobey as COO. In late September, Moonves poached former Sony executive Amy Baer to act as President and CEO of the unit which aims to make four-to-six movies a year.
Moonves' succinct comment on the initiative was, 'Our success rate in TV has been pretty good so why can't we do that with movies''