Viacom requested CBS increase its merger bid by $2.8 billion, nearly 25 percent more than CBS' original offer, according to Reuters.
National Amusements, the parent company that controls both organizations, pushed them to negotiate a merger, but Viacom sent CBS a letter April 5 requesting 0.68 CBS share for each Viacom class B share, up from the original offer of 0.55 per share.
Viacom's current market capitalization is $12.7 billion, although its new counterproposal values the company at $14.7 billion. In its counterproposal, Viacom requested its CEO Robert Bakish be president and COO of the combined company, though CBS wants its COO Joseph Ianniello to hold those roles.
Both companies agree that CBS CEO Les Moonves would lead the combined entity.
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