Call it the “Comfort Broadcasting System.” As CBS starts to roll out its fall primetime offerings, the network is leaning into the idea of feel-good TV as a running theme through its marketing campaigns.

“We started to toy around with this a little bit last year, but really embrace the idea of of ‘comfort TV,’” said CBS president and chief marketing officer Mike Benson. “There’s a lot of shows out there that just feel dark and maybe a little depressing, and we feel like we’ve got, as we say, ‘TV as it was meant to be.’”

Benson said the decision to lean deeper into this idea of “getting comfy and escape, something that we all kind of need today,” comes out of data research on how audiences are reacting to this TV era.

“People just feel overwhelmed, not only by what’s going on in the world today, but just by television,” he said. “It’s being driven by algorithms and data and a lot of other things that don’t necessarily really understand the people watching.”

From a brand perspective, Benson said CBS will lean into long-running series like the “NCIS” franchise, reality staples like “Survivor” and its stalwart “60 Minutes.”

But beyond that, Benson is also charged with launching four new shows this fall, the most of any broadcast network: Dramas “Boston Blue” and “Sheriff Country,” comedy “DMV” and music competition “The Road.” Most of CBS’ new and returning series launch the week of Oct. 13, which the network has dubbed its “premiere week.”

“We have our work cut out for us,” Benson said. “But we’ve kept everything, as much as we can, focused on one week. This whole premiere week strategy, we actually used it last year, and it worked for us. So we’re continuing to do that, and we like the idea of trying to launch everything close to the same time.”

There’s no network-wide tagline for the fall launch (although unofficially, Benson likes “TV as it was meant to be,” even if you won’t see that on air). But he has been branding some nights: Fridays — which consists of “Fire Country,” “Sheriff Country” and “Boston Blue” — has been dubbed “Smoke Show Fridays.”

Yes, “smoke show” is a play on “Fire Country” kicking off the night. But more importantly: “It’s just the fact that we’ve got some very hot people throughout our all of our shows,” Benson said.

“NCIS” star Wilmer Valderrama interviews honoree Antoinette Raines, a U.S. Air Force veteran and volunteer with Team Rubicon. (Sonja Flemming/CBS)

CBS

And Tuesdays — which is home to the “NCIS” triple shot of Original Recipe, “NCIS: Origins” and “NCIS: Sydney” — will get the marketing title “Tuesdays of Honor” this fall as part of a campaign in which CBS will give family room “comfort upgrades” to veteran/military families and gold star families, selected through veteran service organizations TAPS (Tragedy Assistance Program for Survivors) and Team Rubicon.

Starting with the Season 23 premiere of “NCIS,” families will be given items including the Snugg couch from Lovesac and a Vizio TV. On Veteran’s Day (Tuesday, Nov. 11), CBS will have a special “NCIS” and “NCIS: Origins” crossover event.

“It brings the whole comfort TV back into piece of this back to our brand, and it’s really designed to give back to those who sacrifice for our country in just a small, simple way that ties into NCIS,” Benson said.

Here’s a look at a few more of this fall’s CBS activations and promotions:

“The Road’s Ultimate Bus Tour”: Leading to the Oct. 19 premiere of country music competition series “The Road,” a tour bus from the show is stopping in more than 20 markets across the country (including Nashville, Minneapolis, Atlanta and Dallas). The tour kicked off at the VMAs in New York on Sept. 7; other stops have included Dallas Redbull Flugtag event and the St. Louis Balloon Festival. The bus tour includes pop-up concerts, “The Road” sneak peeks and branded giveaways.

“The Comfy Blue Sofa Tour”: CBS is touring a massive “blue sofa” photo opp promoting shows like returning hits “NCIS,” “Survivor” and “Ghosts,” as well as new series “The Road,” “Sheriff Country,” “Boston Blue” and “DMV.” The tour kicked off at the 77th Emmys earlier this month, and has been scheduled to also visit Oktoberfest Zinzinnati in Cincinnati, the Professional Bull Riders Outlaw Days in Kansas City and Monster Jam in Houston.

Fans pose on CBS’ Comfy Blue Sofa at Oktoberfest Zinzinnati in Cincinnati.

CBS

“DMV” premiere event and promos: Following a premiere screening at the Hollywood DMV last weekend, “DMV” branded treats and giveaways will be handed out in New York, Los Angeles, Denver, Detroit, Portland, Milwaukee, San Diego and Houston.

Tony Cavalero, Harriet Dyer, Matt Kuhn, Dana Klein, Gigi Zumbado and Alex Tarrant, “DMV” (Jesse Grant/Getty Images for CBS)

Getty Images for CBS Broadcastin

“Survivor Ultimate Fan Café” in Boston: The West End’s The Greatest Bar has been turned into the “Survivor Ultimate Fan Café” (in partnership with Bucket Listers) with “Survivor” challenges, photo opps, themed food and drinks, exclusive merchandise, and more. The bar is owned by the family of “Survivor” Season 49 contestant Shannon Fairweather, and the show’s Boston Rob is a former employee.

“Survivor” influencer episode: A group of influencers traveled to Fiji for a “Survivor School” and then participating in a 36-hour adventure that turned into a 45 minute “episode” for CBS’ “Survivor” YouTube pages.

“Sheriff Country” screening in Nashville: On Sept. 24, the debut episode of “Sheriff Country” was screened in Nashville, featuring local delicacies and specialty cocktails (in partnership with Sirius XM).

“Tracker: AutoCamp experiences: “Tracker” welcome kits are a part of booking options in October at AutoCamp’s seven locations in the U.S. Also, an auction is under way for a two-night “Tracker”-themed stay for a winning Hilton Honors member to redeem points at the AutoCamp location.

“Matlock” on-air campaign: The wording “ALLIES” will be turned into “ALL LIES” during the promo campaign for launch of “Matlock” Season 2. “It appears that she’s created allies within her world, but it’s all based on lies, and it’s just kind of a very fun, simple twist,” Benson said. “We’re creating a mystery with the mystery, and I think it’s going to really drive more interest in that show as well.”

“Elsbeth” and Breast Cancer Awareness month: CBS will turn “pink” on Thursday, Oct. 2, for a three-episode “Elsbeth” marathon, hosted by star Carrie Preston, to kick off Breast Cancer Awareness Month. Partners include non-profit Know Your Lemons, and Preston will debut CBS’ Breast Cancer PSA and exclusive content from the new “Elsbeth” Season 3. A custom eye veil, sting, snipes and lower-thirds, graphic mortis, promos, credits roll and more will be turned “pink” on CBS that evening. Also, on Wednesday, Oct. 8 — in partnership with the Tribeca Film Festival — “Elsbeth” will hold a premiere screening event with Know Your Lemons in New York.