Broadcasting: FIRST IN TELEVISION CABLE RADIO SATELLITE J FOX GOES FULL SERVICE FOR FALL / ' JPPV SUMMIT: PROMISE OF TECHNOLOGY, THREAT OF COMPETITION / 94 J TV GROUP OWNERS FIND LITTLE SYMPATHY ON WALL STREET / The Right Image. Right Now From AP GraphicsBank. Television's Most Reliable Resource. Ap 1 -800 -821 -4747 Illlllllllllllnnlllllllflll Ij Iz 554 Anua> g**'#sks#*APR933BR232T ¿4u 55430 öRU7KLYN CENTE MN FuLL ALL CASH. To i THESE STATIONS KNOW IT 144141 THEY SEE IT! NEW YORK WWOR HARTFORD WTXX Los ANGELES KCOP PORTLAND KPTV CHICAGO WPWR CHARLOTTE WJZY PHILADELPHIA WGBS NEW ORLEANS WNOL SAN FRANCISCO.... KBHK HARRISB ray WPMT ATLANTA WGNX AUSTIN KBVO CLEVELAND WUAB HONOLULU KFVE MINNEAPOLIS KMSP EL PASO KCIK MIAMI WDZL MONTEREY KNTV PHOENIX KUTP BOISE KTRV MOVIES THE WAY THEY USED TO BE! WARNER BROS. DOMESTIC TELEVISION DISTRIBUTION A Time Warner Company Broadcastingra @DEJ [Rh TV NETWORK 'REBOUND' IS STILL TENTATIVE Third -quarter scatter market dependent on NBC strategy; regular budgets off 6.5% in first quarter, according to network study Networks hope spending by auto advertisers will drive revenue By Geoffrey Foisie pricing, and even agency executives the summer games will rob money acknowledge the network has a good from regular network ad budgets, as NBC's vulnerability in pricing its chance to continue holding that line. appears to have been the case with remaining Olympics inventory Allison Danzberger of Foote Cone & the winter games. As a result of Olym- threatens to spread to ABC and Belding said that unlike the final win- pic siphoning, the "underlying" reve- CBS, a development that would hurt ter Olympics ad sales, NBC has the nue change in the first quarter was prospects for a third -quarter rebound opportunity to combine the summer down 6.5 %, according to one net- in three -network revenues. That stan- games with upfront deals for the next work's sales department. za had been looked upon as a bright broadcast season: "They have a bet- The estimated decline "sounds light of the year; signs of revenue im- ter environment than CBS had." about right," said Joseph Abruzzese, provement have been mixed in 1992, Agreeing was Ogilvy & Mather's Jack senior vice president, CBS Television with one network's study showing a Deitchman: They are waiting for the Network Sales. "The Olympics can do decline in first -quarter revenue, ex- upfront to begin to be able to meld that to a marketplace." Abruzzese is cluding the winter Olympics. Olympic and upfront pricing together." hoping NBC doesn't follow CBS's own So far, NBC is holding the line on It is almost certain, however, that example in discounting the Olympics. He suggested that the add- IGER ON THE ABC'S OF PRIME TIME ed revenue from spots sold at a discount can be dimin- ished if already committed "Their voice [the sales department] advertisers complain that is than it ever was. they too should receive a probably louder discount. They were...quite eloquent in their Even with an estimated expressed desire to get a younger $225 million in incremental winter Olympics advertising, schedule that will enable them to three -network revenue for sell more units at higher prices." the first quarter was up only 3.3% over last year's Gulf ABC Entertainment President Robert Iger on drafting War period. During the pre- the new prime time schedule. For more on his and vious winter games, in 1988, the network's prospects, turn to BftoaDasa m's the first -quarter revenue in- exdusive interview beginning on page 12 crease was 17.9 %. Continues on page I I 4 Jun 1 1992 Broadcasting BASEBALL Th SWINGS AT ANOTHER HARBOR the same month last year. TRY / 8 LOCAL RIGHTS Senator Robert Byrd JAPAN PONDERS New language aimed introduces an ULTRA / 32 to public at superstations amendment Next- generation broadcasting digital technology, ultra authorization bill that By Joe Flint and Randy Sukow TV, is the goal of would create a midnight - proposed new Digital 6 a.m. "safe harbor" Major League Baseball threw Movies Laboratory. for indecent programing. another brushback pitch at BANKING superstations by requiring a PLAYING IT language change for local broadcast BLUES / 36 SAFE / 10 contracts that would allow a team to With the largest TV networks hope a terminate its contract with a station if Networks hope number of broadcaster fall schedule with little new game broadcasts are retransmitted shows -like NBC's public securities risky programing will "by any means" to more than 200,000 'Loved by You' -are offerings in recent years, translate into an loved by viewers and the financial market homes outside the team's territory. attraction for advertisers An April 29 memo to the 28 major facing them is one of the advertisers. toughest. league teams obtained by BROAD- capacity holds great promise. CASTING includes an "Extra Territorial THAT'S REP- Transmission" clause to be inserted ENTERTAINMENT / 12 WHITE HOUSE ERCUSSIONS 38 in all contracts as they come up for / In an exclusive CALLS FOR VIDEO Executives of rep negotiation. interview, ABC And, in case Congress adopts re- DIALTONE / 26 firms are unclear how Entertainment their business will be transmission consent language allow- President Robert Iger President Bush's affected by the FCC's ing broadcasters to charge cable sys- talks about his hopes chief domestic adviser, proposed tems for carriage of over-the -air for the network's "sales - Clayton Yeutter, liberalization of TV signals, MLB has added a retransmis- friendly," younger - writes a letter to ownership limits. well sion consent clause "designed to in- skewing lineup, as senators calling for as his own prospects removal of barriers to that renewing or entering NEWS DEPARTMENTS sure clubs for the future. telcos' providing into new over -the -air TV agreements video services. Business 36 receive full value for the rights to FULL WEEK FOR Cable 24 broadcast their games." PTAR FLIP - Radio 30 FOX / 18 Technology 32 Although the language in the extra- FLOP / 28 territorial transmission clause applies Declaring itself a Television 18 With new Arbitron to over -the -air coverage as well as "full- service network," Top of the Week 4 Fox extends its market rankings, Little cable, wireless and satellite carriage, Washington 26 programing week to Rock, Ark., and most see this as an attack on super - seven nights this fall. Albany, N.Y., change FEATURE SECTIONS stations. "lt is very clear that Major places as markets 50 By the Numbers 44 League Baseball is opposed to super - PPV IN and 51, which means Changing Hands 37 stations," said Bert Carp, vice presi- ORLANDO / 24 stations there have to Closed Circuit 16 dent, government affairs, Turner adjust their schedules Datebook 34 Among issues Broadcasting, which owns supersta- and program buying DeSales Street 17 addressed at CTAM's Atlanta habits. Editorials tion wras(TV) Atlanta and the PPV Conference is 58 Fates & Fortunes 52 Braves. "We would hope a way will be concern over the RADIO REV found for baseball to continue to be threat Fifth Estater 51 competitive UP 30 on superstations. This [memo] ap- posed by direct / For the Record 45 pears to indicate that if baseball gets broadcast satellites. RAB figures show In Brief 56 Monday Memo the changes it wants, there just won't New technology to station revenue up 3% in 55 April Ratings Week 19 be superstations." expand channel compared with David Alworth, Major League Base- Founded in 1951 as Br odfustote. the News Magarme of the Fifth Estate. Braalravingddren. ring' introduced In 19411 Trlrruü.P acquired ball's executive director, broadcast, in 1961. Criblensring induced in 1972. BnaaLnningfCahir introduced In 1989. Brraa roving!' s a registered trademark 01 Red Publishing (Nederland) B.V.. used under license. 'Reg. U.S. Patent Office. said the language required in renewal contracts is to "give the clubs the right Incorporating The Fifth Estate 'I'F1EI ISI()\ Broadcasting IE Cable take rights if B odraning 'ISSN 0007 -2028) IGST !121}97457) is published weekly with one additional special issue in January, he The Cabners to back their broadcast Publishing Co. (subscription includes all issues). Cahners Publshing Co.. at 475 Park Ave. South. New York. NY I0016. os a drcnwn of Reed they don't feel that they are getting Publishing USA. 275 Washington Si.. Newton. MA 02158.I630: Terrence M. McDermott. PrestdenvChiefOperating Officer: Frank 1. Sibley. Executive Vitt President John 1. Beni. Senior Vice PresidencGeneral Manager: Neil Perlman. Senior Vice President/Group Publisher: Jerry proper consideration for the use that D. Netti. Senior Vice President/Publishing Operations: 1.1. Walsh. Senior Vice President Finance: Thomas 1. Dellamaria. Senior Vice President/Production & Manufacturing: Ralph Knupp. Vice President/Human Resources: Neal \iule. Vitt President/Consumer Publishing. is being made of those telecasts." Second .class postage paid at New York. NY. and additional nulling offices. Postmaster. please send address changes tir: Broadcasting. PO Box 715. Brewster. NY 10509.070. Brow/ragtag copyright 1992 by Reed Publishing USA: Ruben L. Krakoff. Chairman Chief Executive Alworth stressed that it is up to indi- Officer. Annual subscription rates: USA. 585: Canada. 5129 (includes GSTI: Foreign Air. 5100: Foreign Surface. 5149. Single copies are to 52.95. special sans. 54.50. Please address all subscription mail lo: Broadcasting. PO Bou 715. Brewster. NY 10509.1715. Microfilm of vidual teams and not MLB decide Broadcasting is available from University Microfilms. 581 North Tseh Road. Ann Arbor. Mich 48106 11-800.521.0150M. Broadcasting Jun 1 1992 5 Could you repeat that please? AUDIENCE RETENTION IN REPEATS BEVERLY HILLS 90210 FIiA tiX Cosby NBC 81% Full House ABC 80% Golden Girls NBC 79% A Different World NBC 75% Cheers NBC 73% VIEWERS OF TV'S FASTEST GROWING PHENOMENON CAN'T GET ENOUGH OF THEIR FAVORITE SHOW...TUNING IN TO REPEATS IN NUMBERS THAT ARE DIFFICULT TO MATCH.