Broadcasters' pitch leaves some stations wanting more

Ross, Chuck
June 1997
Advertising Age;6/2/1997, Vol. 68 Issue 22, Special Section ps16
Trade Publication
This article focuses on the efforts by television stations in the U.S. to launch their own Web sites in the country. The next battleground between networks and their affiliates is likely to be the Internet. The issue is whether or not ABC, CBS, NBC and Fox will develop affiliate networks in cyberspace like the ones they have over the airwaves. Warner Bros. Online Inc. presented plans for its CityWeb service. CityWeb promises to deliver content to local TV station sites that they could not otherwise afford. It will provide stations with various templates so they can easily include local sports and other offerings in their sites. NBC will likewise launch its NBC Interactive Neighborhood site. ABC, meanwhile, is developing its service around ABCNews.com. The station's online network is expected to mix national content from ABC and Disney with a station's localized content.


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