Feb 28, 19:3 ADVERTISING, MARKETING &PROMOTION
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By Marianne Paskowski guidelines for problem advertis- works. But now, we're arguing tougher now, especially in areas ing categories—children's and with each network. that NAB quarterbacked through NEW YORK— Life is tougher. personal products—because they "Otherwise, everything else is its central clearance operations— That's the consensus from no longer had the NAB's central still pretty much the same. One premiurins. children's advertising executives at advertising agencies clearance process to fall back on. network may be a little more and personal products. who do battle for their clients "The only difference now is in difficult than the others in certain "The agencies are right. It is CODE: with network censors. terms of central clearance," said product categories, for each has tougher," acknowledged Ralph With the demise of the NAB Sherry Valan, vice president, its own specialty, but that was Daniels, NAB's vice president, code, television advertisers cau- .director of advertising, standards always the case. It all really broadcast standards. Advertisers test tiously are testing the waters, if and clearance, Benton & Bowles, depends on which network editor "Basically, the networks would 'choppy waters' not the patience of the network's New York. you get," Valan said. go along with NAB's centrally standards departments. "At least with the NAB code "It's a tribute to everyone that cleared commercials, but now with new ideas, The networks maintain that we had acentral place for touchy we finally get our products on the each network is operating indivi- the post-code regulatory climate areas, such as children's and air," she joked. dually," he said. "They don't mixed reactions is virtually unaltered. But as the personal products advertising. If Although one layer of censor- know how lucky they were. code gasped its last breath nearly it cleared NAB, it was almost a ship has been stripped from the "In all, it doesn't make agiant a year ago, the networks were certainty that the commercial regulatory process, agencies, difference. Yes, sometimes an forced to develop additional would then clear all three net- oddly enough find life a little Continued on page 4 This week in CI Ifildr% A 111%e% A SECTION 2 ADVERTISING. 6011hor/F111 MARKETING lAIIKME11%#410i4I ROMOTION The business news and features weekly for the broadcast industry. A Titsch Communications, Inc. publication WW Feb. 28, 1983 Vol. 1, No. 15/75C BRIEFLY Pe ry eyes Penetration levels for "Pirates of coup d'etat Penzance's" pay-per-view perform- ance peaked at a pale 10 percent, penurious numbers compared to the one-third payoff Universal had hoped with WPIX to pull. page 3 By Dave Potorti CBS resumes Its familiar spot atop the NEW YORK—Is Petry Television ratings for the week of Feb. 14-20 via a the next rep to score abig station one-two-three finish by "Dallas," "60 switch? Minutes" and "Magnum, P.I." That's the word making station page 5 rep circles these days, still digest- Bob Bennett loathes the term "fourth ing implications of Metromedia's network," but the Metromedia senior shift to Katz. vice president can't seem to find any According to a variety of other way to describe his company's sources, Petry is about to land ambitious programming plans. He the Tribune Co.'s WPIX-TV said it would be possible to reach 70- independent outlet here, ending a 75 percent of the country with a schedule of feature films after they long WPIX-TeleRep marriage come off pay cable. and adding the second Tribune page 7 Co. property to the Petry TV stabl: The rep already handles The future of syndication is in adver- KWGN-TV, Denver. tiser-supported projects. That's the view of Wynn Nathan, president, The Tribune Co., already part Lionheart Television International, of aconsortium of several station claiming a "me-too" attitude among groups with eyes toward launch- independent stations is the syndi- ing a "fourth" TV network, also cators' biggest enemy. owns Chicago's widely distributed page 8 WGN-TV, currently represented A National Basketball Association Farewell to M*A*S*H by Blair Television. Speculation strike looms as a potential program- also hints that something may be ming headache for CBS this spring. During asurprise twist in the final episode of M*A*S*H, psychiatrist Dr. Stanley Freedman (Allan happening in that area too, With an April 1 deadline for contract Arbus) contemplates Hawkeye's (Alan Alda) rage as he vents pent-up frustration from his years though Blair and WGN firmly resolution, it's anybody's guess what deny anything is in the works. the outcome will be. "We're looking at as a combat surgeon. See related coverage on page 15. contingency programming," said In fact, WGN President Bob CBS Sports spokesman Jay Rosen- King, claiming his sales are off to stein. a "sensational start," gives Blair page 8 Turner puts empire on block much of the credit for that. "Blair is extremely well-equipped to NEW YORK—Ted Turner, make him the single largest the advertising revenue from Advertisers spent over $6.2 billion on handle independent television," network television in 1982, a gain in apparently faced by mounting shareholder in CBS. There are Turner's only profitable venture. he said. "They have some terrific excess of 11 percent more than 1981 pressure from creditors, is shop- few, if any, industry people out WTBS reportedly made $75 expenditures, according to TvB. people and the New York office is ping his cable-based communica- there that believe that would ever million in revenues last year, but page 10 Continued on page 4 tions empire to the broadcast happen. Turner Broadcasting System industry. Thus far, Turner has talked ended up losing $3 million. That But the word iS, don't expect with ABC, CBS, NBC, Metro- was $10 million less than it lost in any quick deals. media and Gannett. Up for sale is 1981. OPEC glut Several sources suggest that by WTBS-TV, Cable News Network, TBS, however, turned its first holding out for a few more CNN Headline News, the Atlanta profitable quarter ever during pumping up months, a prospective buyer Braves and Atlanta Hawks. 1982. could pay far less than the $500 By shopping around now, But long-term debts still total million Turner reportedly is Turner seems to be conceding about $50 million. ad spending asking. that his fight with the Copyright Broadcasters reticence about NEW YORK—OPEC price wars, Moreover, Turner's request Royalty Tribunal is lost. Come allowing Turner into the club is a at atime when the U.S. economy for a stock deal appears to be a March 15, when fees for pro- direct result of his behavior over is showing signs of a dramatic major stumbling block toward gramming increase, superstation the past few years. The colorful recovery from the long .economic McLean Stevenson, formerly resolving a sale. That is true WTBS stands to lose hundreds of showman has spent much public slump, well could spur amajor ad a "M*A*S*H" regular, plays especially if CBS turns out cable cable systems, millions of poten- time lambasting the networks. spending spree in radio and James Kirkridge on ABC-TV's the most likely buyer, as has been tial viewers and agreat portion of Continued on page 4 television. "Condo." See related story on speculated widely and confirmed Straight-line economic theories page 7. by Turner Broadcasting System apply here. Lower energy costs President Bob Wussler. boost the national economy, Update 5 One source, speculating on a AT DEADLINE spurring housing construction, People on the move 6 deal with CBS, or anyone else for Calendar 9 and high ticket purchases— cars, Finance 10 that matter, suggested any agree- NBC Radio numbers strike target for example. ment specifically would prohibit That, in turn, puts more dis- Regulatory scene 11 NEW YORK—NBC Radio said analysis of RADAR 26, RADAR's Product update 12 Turner from any position of posable income in everyone's fall 1982 report, showed the NBC Radio Network reaching more Other voices 14 influence in the company that pockets, and the cycle feeds on listeners than any other network, with NBC Radio and The Source Images 15 buys him out. If Turner wound itself. And many observers believe Industry statistics 16 leading in their target demographics. up with $500 million in CBS that a broadcast advertising (24 pages, 2 sections) The analysis, prepared by Statistical Research Inc., gave the stock, for example, it would boom is right around the corner, network a 12-plus. Monday-Sunday, 6 am.-midnight cumulative paced by automobile, travel & audience of 30.39 million. leisure and durable goods spend- In its target demographic of 25-54, the network posted an average ing. audience of 932,000, tops in that demo. "The recession was brought BW1FD02906FIL88# 123183/1 In the 18-34 demographic, The Source had an average audience of about by rising energy costs so DAVID FILIPOV MUS DIR 975,000. In addition to its target demo, The Source led in the 12-17, there's every reason to believe STATION WBRU FM 12-24 and 12-34 youth demographics. 88 BENEVOLENT ST energy price cuts will stimulate PROVIDENCE RI 02906 Continued on page 4 Continued on page 4 2 BROADCAST WEEK/Feb. 28, 1983 KCET notches victory in caption ruling ed the Federal Communications stations' applications. that the Rehabilitation Act could participation in, and denied her By Gary Witt Commission to take original The Rehabilitation Act of 1973 not apply to the commercial the benefits of, afederally funded project, solely on the basis of her jurisdiction over the processing WASHINGTON—In a ruling provides that no otherwise quali- stations, since they had received handicap.