TITLE

Changes seen in TV ad sales with FCC's new duopoly rule

AUTHOR(S)
Stark, Steven J.; Halonen, Doug
PUB. DATE
August 1999
SOURCE
Advertising Age;8/16/1999, Vol. 70 Issue 34, p50
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article discusses the impact of the U.S. Federal Communications Commission's (FCC) duopoly rule involving the ownership of more than one TV stations by broadcasters in 1999. The FCC also restricted new combinations to large markets with numerous stations, at least eight stations post-merger. The top four stations in any market cannot be merged. According to Bonita LeFlore, executive VP of Zenith Media Services, there is doubt that unit prices would increase and cautioned that if a new duopoly attempted to rerun programming on its new second station, the strategy might backfire by resulting in lower ratings for the first-run episodes.
ACCESSION #
2166731

 

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