Speaking at the Morgan Stanley Technology, Media & Telecom Conference in San Francisco today, CEO of CBS Les Moonves told the crowd that streaming services like Netflix, Amazon and Hulu all wanted the new Star Trek series. And, they were willing to pay big bucks for what Moonves called “CBS’s family jewel”.

The new Star Trek series coming to CBS’s over-the-top streaming service, CBS All Access, in 2017 apparently garnered a lot of attention from big streaming services like Netflix, Amazon, and Hulu during the show’s inception.

“Netflix, Amazon, Hulu, they all offered us a lot of money. They all wanted it very badly,” Moonves said. “We could have taken the quick bucks from Netflix, but it shows we’re investing in a property we really believe in the future of.”

“For this relatively minor investment, this is how we’re going to get All Access to be where we want it to be: where there are millions and millions and millions of subscribers.” added Moonves. “And by putting that forward, we said to the world, ‘CBS is really serious about this.’ [We at CBS have] taken this crown jewel property and put it in a place where [we] know there are so many millions of Star Trek fans that they will pay for this.”

The fact that the Big Three were willing to pay top dollar for the show suggests that CBS’s move to use Star Trek to bolster their own streaming service may have been a wise choice. Moonves also indicated that Star Trek may be the first of many original shows created for the All Access platform.