[opendtv] News: People who need people
- From: Craig Birkmaier <craig@xxxxxxxxx>
- To: OpenDTV Mail List <opendtv@xxxxxxxxxxxxx>
- Date: Wed, 5 May 2004 08:09:39 -0400
=46or the first time, ABC, CBS, Fox, NBC, UPN and TvB
Warren Publishing's COMMUNICATIONS DAILY reports=20
that for the first time, ABC, CBS, Fox, NBC, UPN=20
and TvB are jointly running a print ad campaign=20
starting today (Mon.) that touts the reach of=20
broadcast TV, the companies said. The ads will=20
appear in Ad Age, Adweek, Brandweek, Mediaweek=20
and the N.Y. Times with the tagline: "People who=20
need people buy broadcast."
The report desrcibes the effort to create the=20
ads, which contain comparative numbers touting=20
the reach advantage of broadcast programs over=20
cable, citing Nielsen Media Research data.
In response, the report relates that a Cable Ad=20
Bureau spokesman said this was "proof positive=20
that the broadcast networks are running scared=20
and are extremely threatened" by cable's ability=20
to attract advertisers. An NCTA spokesman said=20
the effort by broadcasters wasn't surprising=20
"when you consider the fact that most of the=20
eyeballs are now turning to cable both in total=20
day viewing and prime time." He contended critics=20
and viewers believe the better programming is on=20
cable, "which is why more people are watching it=20
than broadcast -- and as result the ad dollars=20
are also flowing in cable's direction."
<< Copyright =A92004 Warren Publishing, Inc. >>
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