Under extreme pressure, networks cast a wide net

Martin, Ed
May 1999
Advertising Age;5/10/1999, Vol. 70 Issue 10, ps6
Trade Publication
This article focuses on the efforts of television networks in the U.S. to increase their overall demographic base of viewers as of May 1999. ABC TV Network President Patricia FiliKrushel and Alan Wurtzel, senior VP-media development, brand management and research for ABC, spoke to reporters about their commitment to broadcasting. Similarly, NBC Entertainment President Scott Sassa told the press that the broadcast business is about reaching for the right audiences. Fox television plans to extend its 18 to 49 of age viewership group, while Warner Bros. wants to be the leader in the 18 to 34 group. UPN is aiming to broaden its programming approach, no longer targeting middle America exclusively. Adverting executives seem to agree that networks need to target households first and then gradually aim for their demographic base. INSET: Got a winner? Quick, spin it off..


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