TITLE

Marketers to blame for lack of diversity on TV: JWT report

AUTHOR(S)
Ross, Chuck
PUB. DATE
August 1999
SOURCE
Advertising Age;8/16/1999, Vol. 70 Issue 34, p4
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article discusses the report Disintegration of Broadcast Network Prime, issued by J. Walter Thompson (JWT) Co. in 1999, which concluded that marketers should be blame for lack of ethnic diversity in broadcast network prime-time programming in the U.S. According to David Marans, senior partner-media research director at JWT and author of the report, there is no economic benefit for creating a television series that skews under 18 or over 50. He also added that broadcast networks have to rely on advertising revenue. Moreover, the shows most popular among African-Americans ages 18 to 49 are virtually off the radar skin for whites, according to Marans. The report found kids and teens also have been abandoning ABC, CBS, NBC and Fox in prime time, in far greater percentages than the general population.
ACCESSION #
2166367

 

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