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All through the primary decade of the 21st century, CBS’s appraisals resurgence was upheld by the system’s “It’s All Here” crusade (which presented refreshed renditions of the 1992 sound check utilized amid specific advancements and creation organization vanity cards amid the end credits of projects); in 2005, the system’s technique prompted the decree that it was “America’s Most Watched Network”.

The system’s 2006 crusade presented the trademark “We Are CBS,” with Don LaFontaine giving the voiceover to the IDs (and also certain system promotions) amid this period. In 2009, the system presented a battle entitled “Just CBS,” in which organize advancements declare a few remarkable characteristics it has (the motto was additionally utilized in program advancements following the declaration of the timeslot of a specific program). The “America’s Most Watched Network” was represented by CBS in 2011, utilized close by the “Main CBS” trademark.