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Roadcasti $4.95 INTERACTIVE TV Must -carry for all? I ENG dealing I Refiguring cable's No. 1 July 10, 2000 OCaliners roadcasti $4.95 www.breadcastingcable.com INTERACTIVE TV 1 * Z THE BEST SHOW IN DECADES! O 2000 M Oaser`iVne CmorN, LLC THAT '70s SHOW IS CLEARLY CARS EY a WERNER DISTRIBUTION ;, LLC vsit us at www.that70sshow.com 120 DAYS 120 DEALS 90% CLEARED... BroadcasigiCable July 10, 2000 www.broadcastiogcallle.c Volume 130 Number 29 TOP OF THE WEEK / 4 Refiguring cable's No. 1 With USA losing wrestling, a new network may climb to top of the heap. / 10 Datacasting deals iBlast Networks signs up 85 addition- al stations, begins tests in California. / 12 ENG dealing FCC is reworking the ENG spectrum to make room for n.w mobile communications. / 14 Must-carry for all? Florida DTV station seeking analog l slot throws a twist into cable carriage game. / 15 'Big Brother' d abuted to big Musical chairs Networks' lobbying forces are reshuffled in nu,abers. thanks to promos on the wake of media mergers and budget cuts. / 18 'Survivor.' For more late- breaking news, see "In Brief" Keeping watch CBS' hugely successful on pages 88-89 campaign turns a nation into peeping Toms. / 4 BROADCASTING / 58 COVER STORY / 22 Success story Studios USA proves itself as an inde- INTERACTIVE TV pendent supplier of prime time programming. / 58 Coke's treat With backing from Coca -Cola, The WB launches summer dramatic series aimed at teens. / 58 Conflict of interest Public TV stations are criticized for deal to market a private online service in classrooms. / 60 CABLE / 66 Reality bites At least 10 new documentary-style programs for cable are announced at TCA press event. / 66 Feuding Cablevision and partner Excite @Home head to the courts over distribution and ownership issues. / 70 Weather report The Weather Channel adds news- magazine -style series to prime time lineup. / 70 TECHNOLOGY / 72 On the brink The cable industry is poised to capital- ize on the long- awaited potential of two -way TV. / 22 Roll the tape Tribune opts for 1080p/24 high- defini- tion tape instead of film for Earth: Final Conflict. I 72 Controlling content With PVRs hitting the mar- ket, regulating viewing becomes a major concern. / 38 Changing Hands 74 Editorials 90 Nielsen Ratings 63,70 Matchmaker DigitalConvergence.com provides Classifieds 80 Fates & Fortunes 78 Open Mike 79 technology to make the union of TV and PC work. / 44 Closed Circuit 17 Fifth Estater 77 Station Break 64 Business perspective Morgan Stanley's Gary Cutting Edge 73 Financial Wrap Up 16 Washington Watch 20 Lieberman on the advent of interactive television. / 52 Datebook 76 Get w/the Program 62 JULY 10, 2000 / BROADCASTING & CABLE 3 BrudcasWable TOP OF THE WEEK Promo's `peek' event CBS wall -to -wall marketing blitz makes `Big Brother' and `Survivor' hard to avoid By Steve McClellan Island Shocker," screams the head- line on the story at one Web site. A volcano, you may be thinking. Per- haps a tidal wave wreaking havoc on some remote isle. But no, it's even more shocking than that: Joel has been voted off the desert isle off the coast of Borneo that is the setting for the smash CBS summer hit Survivor. And the "Island Shocker" headline appeared last Thursday on CBS' own Survivor Web site after contestant Joel Klug, seen as the potential grand -prize winner in some viewer polls, got the hook. The Web site is just one part of a ubiqui- If CBS has its way, you'll be seeing the Big Brother' roomies from tous publicity, pro- hidden cameras, and then on CBS local and network news shows. motion and market- ing blitz that CBS tising in the show But it wasn't just the network that began 10 months to eight sponsors promoted the show. All of the 165 ago, six months and is now selling Infinity radio stations have aired pro- before the show additional spots at motions and or advertising for Sur- even hit the air. roughly $300,000 vivor, as have all the owned-and -oper- By design, it's per 30- second unit. ated TV stations and MTV and VH-1, difficult for con- The network expects the two Viacom -owned music chan- sumers to go a day those rates to double nels. Infinity's huge outdoor- advertis- without being exposed for the final episode. ing division has also been used to get to one of the myriad promo- "It is a brilliant strategy," out the word about the show. tional impressions being gener- says Jack Myers, the New York - "We had a carefully crafted media ated by the campaign itself and by the based media and marketing consultant. plan within all the properties," says press -both inside and outside CBS. Clearly, corporate synergy within Via- Schweitzer. "Everything clicked in for The cost of generating all the positive com was critical in promoting the launch this, and it was great to see the result." buzz has been surprisingly low. (At of Survivor six weeks ago. And Sur- Schweitzer says the effort is a "clas- least in dollars -word is, the public vivor, in turn, is the main vehicle being sic example of synergy success." And relations staff assigned to the show has used to launch CBS' second summer while observers outside the company been working 14 -hour days seven days voyeuristic series, Big Brother, which can't help believing that the synergy a week for the past three months). CBS debuted last week to big numbers. was directed from on high, Schweitzer officials declined to comment on the During the last week to 10 days lead- insists that "nobody was ordered to do program's ad budget, but sources say ing up to the launch of Survivor in it. Everyone thought this was a great the network spent about $1.5 million on June, almost one of every two network product to get involved with." advertising to launch Survivor, while promotion spots was used to hype Sur- And with ratings like Survivor and Big the total value of the advertising and on- vivor, says George Schweitzer, execu- Brother are getting, that's not too hard to air promotion is estimated at $5 million. tive vice president, marketing and com- believe. There's even some built -in syn- By comparison, CBS sold the adver- munications, CBS Television. ergy to the show itself: Survivor host Jeff if the coming days and nights inside CBS' Big Brother house are even one -fiftieth as boring as last night's one -hour premiere, the ten contestants are going to be in need of serious psychological counseling when they get out." -Eric Mink, New York Daily News "It was part circus and part loony newscast. " -Monica Collins, Boston Herald 4 BROADCASTING & CABLE / JULY 10, 2000 The #1 new network of choice is now available on DirecTV Lifetime Movie Network. The movies women love. The brand they trust. LifittiMe MOVIE NETWORKS SS 'got irce: Beta study of Cable Subscribers, 11/99. among ad-supported emerging cable networks. TOP OF TIE WEEK Probst is also the host of VH- l's Rock 'n' Despite overlap between news and the show, a psychologist discussed the Roll Jeopardy game show. entertainment at the network level, Ted weirdness that awaits the inhabitants of It is also CBS' biggest summer pro- Canova, news director at CBS -owned the Big Brother house. motional platform for the new season. WCCO-TV Minneapolis says he received Klug also did an appearance on All the new shows will get promoted in no edicts or guidelines from the net- David Letterman. In all cases, Letter- Survivor and Big Brother. "Our share work to promote the new series. man gets the first late -night appearance. of [audience] is so much further than But these shows don't need any extra "Essentially, these people have now the other guys," says Schweitzer. promotion;' says Canova, noting that the become celebrities," says Ender. "And "They're doing 5 ratings, and we're front page of the Minneapolis Star-Tri- you never want the stars of the network doing 15s." (Of course, NBC has its bune addressed the new TV phenomenon. to pop up on competing networks." own huge platform coming up, closer Indeed, the network's press blitz Radio has also been a big promotion to the start of the new season: the Syd- launched back in October is credited factor. Ender estimates that Survivor ney Olympics.) with creating just about all the early buzz host Probst, executive producer Burnett Says Schweitzer: "The ripple effect and various CBS executives have done is enormous. Letterman was promoted some 700 radio interviews since Octo- in Big Brother and Survivor and he ber. On the day of launch, Leslie does his best [ratings] weeks." Moonves, president of CBS Television, He adds that all of the owned TV sta- went on the Howard Stern Show to tions and many of the affiliates are talk about Survivor. tying into Survivor with promotions, The network has taken some or news stories. And dozens of flack for crossing the line -how- radio stations are staging their own ever one defines that line - scaled -down Survivor -type con- between good journalism and tests, where the stakes range from journalism that serves as huckster $1,000 to a new car. for entertainment shows. On the TV side, the approach- Last Wednesday, 48 Hours did a es vary widely. KPtx -Tv, the show on fame and what some peo- owned station in San Francisco ple will do to achieve it. Prominent- has hired Survivor contestant ly featured in the story were inter- Stacy Stillman (voted off in the views with two Survivor contestants.
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