Pity those poor CBS execs

UNIVERSAL CITY, Calif. — I kind of, sort of, almost feel sorry for Leslie Moonves.

I know I'm just a TV critic. And he's the powerful co-president and co-COO of mighty media conglomerate Viacom and chairman of CBS. He's rich; he's (sort of) famous; rich and famous people kowtow to him.

And he's had remarkable success at CBS, turning what was the last-place network into the industry leader.

Yet while CBS has achieved success even Moonves couldn't have imagined, that isn't what he's had to talk about. He's had to deal with Janet Jackson's wardrobe malfunction. And the content of "The Reagans" miniseries that he eventually decided not to air. And the bungled CBS News report on President Bush's service in the National Guard.

He's spending a lot of time talking about things he'd just as soon not instead of chanting, "We're No. 1!"

"We are in the eye of the story, but I think in certain ways we take more risks than anybody else. And I'm very proud of what we do," Moonves said.

That's more than a bit self-serving (making it harder still to feel sorry for him), but Moonves is smart enough to know that the only thing worse than being talked about for unpleasant incidents is not being talked about at all. And the fact that CBS has been so much in the news is really a good thing.

"We're also on the top of the heap," Moonves said. "So I think it goes with the territory.

"The news thing was a screwup. There's no question about it. We're not happy that happened, but CBS is going to be bold and daring. We're going to continue to take chances.

"And because of that (in six months) you're going to be talking to us about something else that happens at CBS, probably. And we've learned to expect it."

MOONVES BRAGGED MORE THAN a bit, but it's hard to blame him. CBS is having the kind of year no one expected — even Moonves.

Heck, CBS won the November sweeps in the advertiser-coveted 18-49 demographic for the first time since 1980. Moonves admitted even he "never thought we could ever be a factor" in that demo.

"Survivor" is the No. 1 reality show; "CSI" is the No. 1 drama; "Everybody Loves Raymond" is the No. 1 sitcom; "60 Minutes" is the No. 1 newsmagazine. Six of the top 10 programs are on CBS. It's first in households, total viewers, 25-54. Midway through the current TV season, CBS — long mocked as the "geezer network" — is leading in 18-49.

And why is all of this important to the network?