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Fight of Three Nights Vol. 6 No. 22 THE NEWS MAGAZINE OF THE MEDIA ma\ MARKET INDICATORS Fight of Three Nights National TV: Quiet Screenings and parties keep buyers in check; The networks will slug it out on Tuesday, Wednesday and SundayPAGE 4 most are now readying upfront budgets. Syndi- cation upfront begins THE UPFRONT with 5% to 10% CPM Nissan Leads Upfront '96: -Sr- increases on top shows. Net Cable: Mixed Auto Charge Some upfront business continues, but most nets Money is moving wait for NBC to move to early in prime; gauge how the market will land. If NBC goes for daytime and news aggressive CPM increas- almost done es, cable expects to pounce on money look- PAGE 5 ing elsewhere. TV STATIONS Spot TV: Mixed. Heavy regional varia- NBC Plans tion, with strength in the South. Buyers are Time Swap expecting tight inven- tory in late summer. Wants late -night, Second half is expect- ..... a.m. avails back t ,... 1, ed to gain heavily over -- SPECIAL REPORT tobints AFTERPAGE 2 last year. from affils to help 'It-- ....' .. - -.. Radio: Active pay for Olympics Southwest sizzles; Dal- PAGE 5 las and Houston are TV RATINGS tightening up dramati- cally. The Southeast, particularly Atlanta, Cable Hits continues to turn busi- ness away. Network 30% Share numbers still strong. Broadcast network Magazines: Quiet erosion continues; Little activity as tradi- tionally thin July/ HUT levels fall August issues close. PAGE 8 Some business in sports and news as Olympics approach. 0 TELEVISION ADVERTISER SALES IS PROUD TO ANNOUNCE ITS 1996 FALL LINE-UP THE OUTER LIMITS WINNER OF Two CABLE ACE AWARDS RANKED 4TH OF ALL ONE -HOURS IN SYNDICATION ALREADY CLEARED IN 159 MARKETS FOR FALL '96 LAPD FASTEST GROWING AMONG ALL REALITY STRIPS ALREADY CLEARED IN 130 MARKETS FOR FALL '96 POLTERGEIST: THE LEGACY FROM THE AWARD -WINNING PRODUCERS OF THE OUTER LIMITS ALREADY CLEARED IN 141 MARKETS FOR FALL '96 THE BRADSHAW DIFFERENCE BEST-SELLING AUTHOR AND EMMY-NOMINATED HOST ALREADY CLEARED IN 82 MARKETS FOR FALL '96 FAMILY CLASSICS CHILDREN'S FAVORITE STORIES STARRING AMERICA'S FAVORITE STARS CLEARED IN 146 MARKETS ALL DOGS GO TO HEAVEN V HOT NEW ANIMATED SERIES BASED ON THE POPULAR FILM CLEARED IN 124 MARKETS MGM TELEVISION ADVERTISER SALES 1350 AVENUE OF THE AMERICAS NEW YORK, NY 10019 NEW YORK: (212) 708-0348 CHICAGO: (312) 214-4945 MEDIAWEEK May 27, 1996 Laura K. Jones JUN 1 0 1996 PAGE 3 AT DEADLINE fi stringent program standards, said she is happy that Quello has Travel Still Looking to Set Sail; CBS Shops moved to break the children's TV impasse. Landmark Communications continues to seek a buyer for the Travel Channel after its exclusive negotiating period with Discov- Harbert Seen Heading Out of ABC ery Communications expired May 15, Mediaweek has learned. Ted Harbert is expected to leave as president of ABC Entertain- Landmark, also owner of the Weather Channel, has retained Don- ment this week, according to industry insiders. The parting is aldson Lufkin Jenrette to find a buyer for the net, with 17 million described as a mutual agreement. Reports of Harbert's possible subscribers. Those interested are said to include Gannett and departure have circulated since the network made a bid for NBC NBC. Meanwhile, CBS parent Westinghouse is negotiating with programmer Jamie McDermott, who is expected to join ABC as several companies to get the network into the cable business. CBS of June 15. Warner Bros. denied reports Harbert was headed for has been in talks with International Family Entertainment, sources an undisclosed post with the studio. said. IFE, which owns MTM Entertainment and the Family Chan- nel, apparently declined to sell if it meant reschedul- ABC Bows Out of All -News Race ing or dropping the 700 Club, a religious program ABC has indefinitely shelved plans to roll out a 24 - that runs in prime time. Westinghouse also is talking INSIDE hour news channel, citing the escalating competition with Telemundo about a stake in or taking over Span- within the field and the considerable cost involved. ish -language news channel TeleNoticias. Facing a July launch by NBC and Microsoft's MSNBC, which has considerable channel space 'Mediaweek' Names a Publisher thanks to NBC's conversion of most of the 20 mil- Michael E. Parker has been named senior vp of sales lion-subscriber lase of America's Talking, along and marketing at Adweek Magazines, a new post. In with News Corp.'s incentive of $10 per subscriber to addition, Parker will become publisher of launch its planned Fox news channel late this year, Mediaweek, also a new ABC said it will postpone its service. Meanwhile, position. Parker, 48, comes the company continues to investigate launching a to Adweek from MP2 third sports channel, ESPN3. Communications in Hart- ford, Conn., where he was ILier:MiAddenda:Fox has named Stacey Marks- founder and president of NBC's Neil Braun Bronner executive vp of marketing for Fox Metro Hartford magazine. pays some, wins some Broadcasting, overseeing marketing, publicity and Earlier, he served in vari- 5 promotion for the network's programming. Marks- ous posts at Time Inc., Bronner is formerly the general manager at including managing adver- OPINION Chicago's WFLD-TV... The Wall Street Journal is tising sales for Sports Illus- 16 planning a fourth regional supplement, California trated in Chicago, Los Journal, a spokesman confirmed. About a half - Angeles and New York, as HOLLYWOOD dozen editorial staffers would be hired for the for the Parker:Mediaweekwell as directing sales for 17 section. A business section dedicated to California, new publisher Time's Magazine Develop- the state with the largest number of WSJ subscribers, ment Group...In two other WASHINGTON would join the paper's other regional supplements in Adweek Magazines changes, Kenneth Marks was 22 Texas, Florida and Georgia...Hoffired, the San promoted to senior vp of marketing for the Adweek Francisco-based Web company, has hired Hunter group and Mary Beth Johnston to vp of marketing. MEDIA PERSON Madsen as vp/commercial strategy. Previously, 46 Madsen worked at J. Walter Thompson/ San New Kids TV Plan Is Floated Francisco, where he was leader of JWT/i.e. FCC Commissioner James Quello has floated a (interactive enterprises), the new media unit... plan that would extend current licenses to eight years to allow Florida -based Paxson Communications agreed last week to buy TV stations to adjust to possible changes in children's TV rules. four Florida radio stations, continuing its rapid growth in the state. A copy of the plan was sent out to the other commissioners last The four are WIOD-AM, Miami, to be bought from Cox Broad- week. FCC chairman Reed Hundt is expected to oppose any casting for $13 million; and WEBZ-FM, WFYS-FM and WGNE- interim scheme that does not include children's programming FM in Panama City, from B. Radio for an undisclosed sum. minimums. Commissioner Susan Ness, a supporter of more - Paxson now owns a total of 34 Florida radio outlets. MEDIAWEEK (ISSN 0155-176X) is published 47 times a year. Regular issues are published weekly except the last week of July and the second and fourthweeks of August and the last two weeks of December by ASM Communications, Inc., a subsidiary of BPI Communications Inc., 1515 Broadway, New York, NY, 10036. Subscriptions are $115 oneyear; $195 two years. Canadian subscriptions $260 per year. All other foreign subscriptions are $260 (using air mail). Registered as a newspaper at the British Post Office.Periodicals postage paid at New York, N.Y. and additional mailing offices. Subscriber Service (1-800) 722-6658. MEDIAWEEK, 1515 Broadway, New York, NY, 10036. Editorial: New York, (212) 536- 5336; Los Angeles, (213) 525-2270; Chicago, (312) 464-8525. Sales (212) 536-6528. Classified (1-800-7-ADWEEK). POSTMASTER: Send address changes to MEDIAWEEK, P.O. Box 1976, Danbury, CT 06813-1976. Copyright, 1996 ASM Communications, Inc. PAGE 4 May 27, 1996 MEDIAWEEK ing On the Nigh The fall ratings war will be fought hardeston Tuesday, Wednesday NETWORK TV like to lay claim to them. How each network schedule, either adding new titles or switching By Scotty Dupree and T. L. Stanley performs on these make -or -break nights could existing shows to new time periods. NBC and Nof all nights are created equal. Not mean the difference between the winners cir- ABC both have revamped 54 percent of their by a long shot. Any network that cle and a finishing up the track. schedules. Fox changed 58 percent of its line- tries to loosen NBC's grip on the Below are the three up -for -grabs nights up. UPN reprogrammed 3'/2 of its six hours, Thursday -night ratings next sea- next season and how each of the six broadcast and the WB picked up new shows for 3'/2 of its son will be fighting an uphill bat- networks has designed its schedule to grab the seven hours. tle. And competing against Mon- high ground next fall. The new schedules indicate that the high- day Night Football on ABC, a perennial ratings In all, 43 new programs will be rolled outwater mark for newsmagazines may have monster, is like playing without a helmet. next season, compared to last season's 42.been reached. Only one new newsmag, But there are nights that will be up forThat is surprising, since all of the networksABC's Turning Point, was added this past sea- grabs in the ratings race next fall-program swore they would not repeat the mistakes ofson. NBC has dropped one night (out of four) periods where no network has a lock.
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