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ViacomCBS mulled sale of NYC CBS Broadcast Center in bid to raise cash

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CBS earlier this yr mulled promoting its sprawling New York-based CBS Broadcast Center in Manhattan’s Hell’s Kitchen neighborhood, sources instructed On The Money.

A supply instructed The Post that the corporate had “looked at” promoting the Broadcast Center — situated at 524 West 57th St. between tenth and eleventh Avenues — in late 2019, when it initially put Black Rock up for sale in late 2019.

Instead, as ViacomCBS eyed its actual property portfolio for doable sources of cash to fund its streaming ambitions, it settled on promoting Black Rock — its granite New York headquarters on 52nd Street — and its CBS Studios Center lot in Los Angeles, dubbed the “Radford Lot.”

“The company has another Hollywood studio already,” a supply mentioned, pointing to Paramount Pictures.

A man enters the CBS Building, also known as the Black Rock building
ViacomCBS offered CBS’ Black Rock headquarters in Midtown earlier this yr.
Michael M. Santiago/Getty Images

Had CBS offered its Broadcast Center, initially a transformed milk processing plant that it purchased from Sheffield Farms in 1952, it will lose its robust presence in New York. A supply mentioned that execs at CBS have been “worried” concerning the optics of shifting out of town, particularly because it offered off Black Rock.

That might change, nevertheless, as ViacomCBS appears to shore up prices and make the corporate extra enticing for a possible sale.

The CBS Building, also known as the Black Rock building,
ViacomCBS evaluated its actual property portfolio and settled on promoting Black Rock (pictured right here) and its Radford Lot in Los Angeles.
Michael M. Santiago/Getty Images

It wasn’t be the primary time CBS thought of celling the Broadcast Center, which has been residence to reveals like “Full Frontal with Samantha Bee,” “Desus & Mero,” “Last Week Tonight with John Oliver” and up till not too long ago, “CBS This Morning” (now known as “CBS Mornings”).

An insider instructed The Post that beneath former CBS president David Rhodes, the community had talked about promoting the property nevertheless it was vetoed by then-CEO Les Moonves.

But now, with a scarcity on manufacturing area and sky-high demand for film and TV reveals thanks to the burgeoning streaming business, the Broadcast Center is probably going price a reasonably penny.

: Signage for the CBS Broadcast Center is displayed outside the building
Higher-ups have mentioned promoting the CBS Broadcast Center in the previous however opted in opposition to it.
Drew Angerer/Getty Images

“The Broadcast Center is a dumpy, falling down dairy plant next to a methadone clinic,” mentioned one supply. “But selling it would be lucrative. CBS owns the entire block.”

A CBS spokesperson declined to remark.

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