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Owner/Publisher
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Welcome to TVBR's Daily Epaper
Volume 21, Issue 176, Jim Carnegie, Editor & Publisher
Thursday Morning September 9th, 2004

TV News ®

TVB forecasts flat 2005, big '06 gains
With 2004 revenues inflated by record election spending and the Summer Olympics, the Television Bureau of Advertising (TVB) is predicting that 2005 will be essentially flat for spot TV (local and national combined), from down 1% to up 1%. A year after predicting that 2004 spot revenues would be up 10-11%, TVB President Chris Rohrs says the industry is on track to hit that mark - - probablyh at the high end of the range. Although revenues were up just under 9% for the first half, heavy political ad spending is expected to drive stronger gains in the second half. But for 2006, TVB foresees another strong growth year, up 7-9%. TVBR observation: The facts are in the TVB's chart forecast for 2005 and 2006. Recommendation is to print it out. | More... |

Viacom commences Blockbuster spin-off
Viacom announced yesterday that it had begun its long-awaited spin-off of its 81.5% stake in Blockbuster Entertainment. The question now is whether enough Viacom shareholders will take the company up on its exchange offer and turn in enough Viacom shares to cover that huge hoard of blockbuster shares. Under the exchange offer, anyone who tenders a share of Viacom's Class A or Class B stock will receive in return 5.15 shares of Blockbuster. Based on Tuesday's closing stock prices, when the offer was finalized, the exchange amounts to a 19.2% premium over the Viacom Class B stock price and 17.6% over the Class A price. The offer is being managed by Bear Stearns & Co. and Goldman Sachs & Co. It is scheduled to expire at midnight on October 5th (although that could be extended).

TVBR observation: How do you decide whether to take the Blockbuster shares or stick with Viacom? If you're planning to cash out soon, the answer is easy - - take the premium and sell the Blockbuster shares. But if you are planning to hold the stock for a while, it's more difficult to decide. What is the future of the video rental business? How well will Blockbuster compete with cheap DVD sales by Wal-Mart and the growing competition from online movie downloads? If you think Blockbuster's best growth days are behind it, you may want to compare its growth prospects to Viacom, whose future growth is closely tied to how much demand for advertising improves. It's not an easy choice to make.

TV affects teen behavior
RAND Corp., working at the behest of the National Institute of Child Health and Human Development, has produced a study which finds a correlation between a certain kind of television content and the behavior of 12-17-year-olds. We want to get the story past the sp@m-blocker, if you get our drift, so read it here: | More... |


Whither thou goest,
so goeth my media buyer
Wondering where the next raft of ad buys will be placed as the presidential campaign cycles into high gear? Watch the travel itineraries of the candidates. According to the Associated Press, Democrat John Kerry has decided to go negative, and further, is going negative on turf recently trodden by his rival, George W. Bush. Kerry TV flights have come in the wake of Bush visits to Cleveland, Milwaukee, Cedar Rapids, Erie, Scranton and Parkersburg. Will Bush use a similar tactic? Hmmmmm...according to AP, the tactic was first used by Bush's team, as well as Democratic groups not directly related to Kerry's organization. Bottom line: If you want to predict where the money's going, watch where the candidates are going.

Trials and tribulations for Tribune
An article in Newsday notes that for broadcasters interested in the final outcome of the FCC's 6/2/03 media ownership ruling have a lot riding on the outcome of America's date with the poll booth 11/2/04 (they must have been reading TVBR - - we've noted this for some time). That is especially true of Newsday's owner Tribune, which just failed in an attempt to get the 3rd Circuit to allow local newspaper/broadcast cross-ownership combinations in advance of FCC action on the Court's demand for their modification or better justification. There is no way on this earth that the task will be completed before the election. And if John Kerry should win, the facelift he will give the Commission will give a decided boost to the modification option over the justification option. In general, democrats favor tightening the rules, in opposition to the republican deregulatory bent. Tribune may come out OK in either event - - the 3rd Circuit said it had no philosophical objection to print/broadcast combinations. However, it was not convinced by the FCC's arguments underpinning the local numerical limits it recommended. Tribune is mainly a TV/newspaper company, with one gargantuan radio station, the legendary WGN-AM Chicago, in its portfolio. It is well within the realm of possibility that the large market TV-newspaper combos it seeks to build will be legalized rwegardless of the election's outcome. However, it is facing some deadlines, and without regulatory relief on the cross-ownership front, it may be facing difficult choices between the two media in LA and NY, to say nothing of stymieing any plans it may have to create new combinations.

Revisiting the gurus, Part 3
Today we focus exclusively on political advertising, which is a huge factor in this year's broadcast revenue picture. Back in early May when Harris Nesbitt Gerard analyst Lee Westerfield projected that political ad spending this year would top $1.47 billion, he was regarded at quite bullish - - perhaps overreaching a bit. But now everyone else has upped their predictions to that range. In fact, Westerfield now says he expects the final tally to be in the $1.5-1.8 billion range. | More... |


TVBR News Analysis

Will wardrobe malfunction be compounded by FCC?
What is the difference between a local manager sitting at a CBS-affiliated station which happens to be owned by CBS, and a local manager sitting at a CBS-affiliated station which happens to be owned by someone else? One difference will be 27.5K dollars, which members of the first group will be paying as punishment for the Janet Jackson Super Bowl wardrobe malfunction, according to widespread reports. Viacom owns the CBS Television Network and MTV, which were responsible for the ill-fated halftime show. But these two Viacom operating units can't be fined, at least not by the FCC. But dagnabit, somebody has to pay for this. So the FCC apparently is about to levy a fine which at face value is dripping with two of the court's favorite qualities to hate: arbitrariness and capriciousness. | More... |


Adbiz ©

Report: Has the network upfront
advertising market peaked?

Modest declines in 2004-2005 upfront advertising spending indicate caution about the future strength of the broadcast advertising market, according to a Fitch Ratings report. Fitch believes that the upfront market for the broadcast networks may have peaked in 2004, amid declines in viewer ratings and increased competition from other media, such as cable networks, as advertisers look for alternative ways to deliver their messages. The ownership of cable networks and other businesses by the major media companies provides a partial hedge to broadcast network viewer erosion, but the high margin characteristics of the broadcast networks continues to make them important variables to the performance of media conglomerates. As viewer ratings decline and programming costs continue to increase gradually, Fitch believes that media companies will need to make changes in the cost structures of the networks or risk potential material declines in EBITDA and cash flow from those businesses.

The credit effect of 2004-2005 upfront market on major media companies depends on their general exposure to advertising, as well as to the broadcast and cable markets specifically. The Fitch report provides specifics on several of the major media conglomerates such as Viacom and Walt Disney. "This season may have been the high-water mark for the upfront market," says
Albert E. Turner, a Director in Fitch's advertising and media team. "Gradual increases in programming, coming as network viewership declines, will necessitate changes in the cost structures of the broadcast networks." The full report, 'Will 2004-2005 Be the High-Water Mark for the Network Upfront Market,' is available on Fitch Ratings' Web site at www.fitchratings.com

Restrained start for NFL marketing
The NFL is a bit gun-shy when it comes to marketing itself this year, after the disastrous and watershed-event Super Bowl incident with Janet Jackson and Justin Timberlake. The NY Times reports to mark the start tonight of the 2004-5 season, the NFL is "kicking it off old school, as the youngsters might say, by bringing back the quintessence of gridiron tradition, Coach Vince Lombardi." Lombardi, who led the Green Bay Packers to five N.F.L. championships before he died in 1970, will be heard, but not seen, in commercials during the second annual Kickoff Celebration, beginning at 8 p.m. ET on ABC. Carrying the theme "This is what it's all about," the spots use archival recordings of Lombardi discussing elemental football concepts like teamwork and "the will to win." The commercials underscore the back-to-basics measures the league is taking to prevent another debacle like the halftime show of Super Bowl XXXVIII.

The goal is to avoid any malfunctions - wardrobe-related or otherwise - that could anger viewers and jeopardize the hundreds of millions of dollars the league receives in advertising and sponsorship revenue. The paper says advertisers and agencies say they feel assured so far that the league is doing all it can to deter a repeat of the problems of the 2/1 Super Bowl. For instance, there will be a 10-second delay tomorrow night for the concert portion of the Kickoff Celebration, which will include artists like
Mary J. Blige, Elton John and Toby Keith. Last year, when the league presented the kickoff event for the first time, there were no delays. The new caution seems to be paying off. Marketers, including blue-chip names like Ameriquest, Campbell Soup, PepsiCo and Southwest Airlines, are renewing sponsorshwips, signing new deals and steadily buying commercial time during the coming season's games at rates a bit higher than last season.

Infinity's "Street Date" campaigns
to offer new advertiser opportunities
Infinity Broadcasting Original Programming announced it will launch "Street Date," a multi-platform initiative tied to new album releases from big names in music. The campaign consists of a variety of live original programming, on-air promotion, long-form documentaries and customizable listener contests creating destination programming for all Infinity music formats. Series premiere dates and artists will be announced at a later date. Any Street Date campaign begins on the day an album is released with live interviews with the featured artist broadcast in morning drive on Infinity stations from coast-to-coast. The one-on-one conversations with the individual radio personalities will capture the specific interests and lifestyles of the local audiences. "The Naked Truth," an hour-long retrospective featuring candid conversation and classic and new tracks by the artist, will be broadcast within the week following the album debut.

Said Infinity CEO
John Sykes: "This initiative will afford advertisers unique, national sponsorship and branding opportunities above and beyond the traditional 60 second commercial spot." RBR asked Infinity President Joel Hollander to talk about pricing. Too early. However, "We've talked to a number of advertisers who are very interested. This is just another new initiative from Infinity that we're very excited about. This will focus on any act that's hot. It could be in Country, CHR, AC, Modern Rock, anything." The first Street Date is expected soon, within "the next 30 to 60 days." Listeners will also be afforded exclusive access to featured artists through one-of-a-kind promotions tailored expressly for Infinity contest winners. Extensive on-air promotion will surround all elements of the campaign. Rob Barnett, SVP/Infinity Original Programming, will serve as Executive Producer of "Street Date." The 25-year music industry vet has served as both a radio program director in major markets, as well as a programming, music and production executive at MTV and VH1.


Washington Beat

FCC cavalry tackles Calvary Tabernacle
Sometimes broadcast pirates have something in mind more noble than a sheer mercenary profit motive. That may well have been the case for Rev. Yvon Louis of Brooklyn NY, who took to the airwaves on channels 93.7 mHz, 90.1 mHz and 88.1 mHz, despite frequent FCC interventions. The FCC has decided to enforce a 10K dollar fine, turning down Louis' appeal. Among other things, Louis argued that the FCC was infringing on his right to practice his religion, as well as his right of free speech. The FCC pointed out the obvious - - that these rights do not extend themselves to being practiced over the public airwaves without a license.


Programming

"Champ KOed in debut"
Despite all of the buzz created by the court battle launched by a competing reality show which sought to keep it off the air, "The Next Great Champ" was anything but a ratings champ for Fox in its debut. The boxing reality series was even bested by back-to-back reruns of "According to Jim" on ABC. CBS won the Tuesday 9-10 pm time slot with "Big Brother 5," followed by NBC's "Father of the Pride" and ABC's Jim. At least Champ beat out "The Player" on UPN and a rerun of "One Tree Hill" on the WB.

CBS Sports and the NCAA
retain MKTG.partners
CBS Sports and the NCAA announced that marketing services agency MKTG.partners has been retained to provide creative development, production management and marketing services for "Hoop City," the annual NCAA-themed festival that attracts thousands of fans on-site at both the NCAA Division I Men's and Women's Final Fours. The three-year assignment includes helping CBS Sports and the NCAA re-design "Hoop City," beginning with the 2005 NCAA Division I Men's Final Four in St. Louis and the Women's Final Four in Indianapolis. The interactive festival, which features a wide range of athletic, historical and multimedia elements that appeal to fans of all ages, debuted in 1988. "'Hoop City' has been a terrific vehicle for extending the passion of the Men's and Women's Final Fours to fans," said Michael Aresco, CBS Sports SVP/Programming. "It has also provided an opportunity for our NCAA Corporate Champions, including Cingular, Coca-Cola and Pontiac, and our NCAA Corporate Partners, including Kraft, Monster and The Hartford, to connect with fans on a personal basis."


Ratings & Research

Nielsen signs deal
to improve Hispanic counting
In an effort to improve how it counts Hispanic viewers, Nielsen Media Research announced the formation of a "major research alliance" with the William C. Velasquez Institute to study all aspects of Nielsen's TV measurement services and make recommendations for improvements. The research alliance, the first of its kind in Nielsen's 54 years of measuring TV viewership, will have the academic team analyze system designs, sampling, recruitment and training. The team of researchers includes Dr. Max Castro (Professor of Sociology, Florida Atlantic University, Boca Raton, Florida), Dr. Henry Flores (Dean of the Graduate School, St. Mary's University, San Antonio, Texas) and Andrew Hernandez (Professor of Leadership, St. Mary's University). Dr. Paul Lavrakas, Vice President of Methodological Research, will head the initiative for Nielsen. The Velasquez Institute (WCVI) is the research and policy arm of the Southwest Voter Registration Education Project (SVREP) - - the largest and oldest non-partisan Latino voter participation organization in the US. "Nielsen Media Research looks forward to building on this new strategic relationship with the William C. Velasquez Institute as well as with the SVREP," said Nielsen President and CEO Susan Whiting. "I am also confident that our hands-on work with these highly respected researchers will greatly enhance Nielsen's ability to more accurately measure the television viewing behavior of a highly diverse and rapidly growing Latino community."

LaSalle-Peru joins Arbitron lineup
The Fall 2004 Arbitron radio survey will include first-time numbers for new market #239: LaSalle-Peru IL. The newly-measured market, which has a 12+ population of 130.6K individuals, will join the two-timers list, receiving Fall and Spring numbers. At face value, this does not have the look of a LaSalle and Peru are tangentially-adjacent municipalities in the north-central portion of the state, about halfway between Chicago, to its east, and Quad-Cities, to its west. The city of LaSalle is situated on the north bank of the Illinois River. Arbitron plans to survey one out of every 240 residents during each ratings cycle.


TV Ratings

Olympics score again with TiVo users
No surprise here. The second week of the Summer Olympics from Athens was just as popular with TiVo users as the first week. Thus, NBC again captured the top seven spots in TiVo's ratings. Reality shows claimed the remaining three spots in the top 10.
| Tivo List
|


Transactions

WXVF-TV Charlotte Amalie VI from Atlantic Broadcasting Corp. to Storefront Television.

| More Details |


Stock Talk

A down day on Wall Street
Stock prices moved lower as generally positive comments from Fed chief Alan Greenspan failed to counteract earnings warnings from a few companies. In the end, the Dow Industrials fell 29 points, or 0.3%, to close at 10,313.

TV stocks were also lower. Volatile Granite fell 14.6%, Paxson 4.1% and Nexstar 2.7%. The day's best gainer was Young, up 5.1%.


TV Stocks

Here's how stocks fared on Wednesday

Company Symbol Close Change Company Symbol Close Change

Acme

ACME

6.39

unch

McGraw-Hill

MHP

76.94

-0.78

Belo

BLC

23.27

-0.22

Media General

MEG

59.00

-0.11

Clear Channel

CCU

33.46

-0.17

Meredith

MDP

51.29

+0.43

Disney

DIS

22.89

+0.20

News Corp.

NWS

31.42

+0.26

Emmis

EMMS

18.66

-0.42

Nexstar

NXST

8.24

-0.23

Entravision

EVC

7.86

-0.23

NY Times

NYT

40.95

-0.15

Fisher

FSCI

47.86

-0.74

Paxson

PAX

1.63

-0.07

Fox

FOX

27.23

+0.08

Saga Commun.

SGA

17.50

-0.48

Gannett

GCI

85.10

-0.49

Scripps

SSP

104.69

+0.99

Gen. Electric

GE

33.66

+0.32

Sinclair

SBGI

7.85

-0.05

Granite

GBTVK

0.35

-0.06

Time Warner

TWX

16.16

-0.05

Gray

GTN

13.38

-0.27

Tribune

TRB

41.75

-0.50

Gray, C1. A

GTNa

12.77

unch

Univision

UVN

32.58

-0.25

Hearst-Argyle

HTV

24.86

+0.19

Viacom, Cl. A

VIA

35.08

+0.48

Jeff-Pilot

JP

49.68

+0.10

Viacom, Cl. B

VIAb

34.71

+0.58

Journal Comm

JRN

17.48

+0.25

Wash. Post

WPO

895.00

-11.00

Liberty Corp

LC

40.97

-0.33

Young

YBTVA

12.86

+0.62

LIN TV

TVL

20.11

unch

- - - - -

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Bounceback

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Competing Media

Back into the
deep freeze!

We certainly saw this coming. As we predicted, the FCC's Media Bureau has ordered a temporary freeze on the filing of all radio station transactions, based on last week's federal appeals court ruling that cleared the way for the Commission to start using Arbitron markets to determine whether or not a deal complies with local radio ownership limits. The FCC says it will issue guidelines soon on filing new applications and amending those that are pending.


August Digital Magazine

Complimentary Report
No more Forward Pacing Reports.
We have the economic, political, and close up look at your 4th quarter of business
and what must be done to hit budget by year's end.

GM of Cadillac,
Mark LaNeve
tells it like it is on where he
spends ad dollars.

Read RBR in 2 simple steps:
1.Create a simple account with Zinio and download the free Zinio Reader.
2. You can then download the free August Issue of RBR


TVBR Radar 2004
Click on these issues for TV News you won't read any where else. TVBR--First, Accurate, and Independently Owned.

Jesse Jackson endorses
Local People Meters
Rev. Jesse Jackson has issued an open letter endorsing LPMs as "a step forward for inclusion and fairness." TVBR asked Nielsen spokesman Jack Loftus whether the ratings company had made a contribution to Jackson's Rainbow Push coalition. "No we have not," 09/08/04 TVBR #175

Radio improvement
ahead with A But
Analyst Jim Boyle at Wachovia Securities is telling investors that July should be the bottom, with improvement ahead. First the good news: Boyle believes that the radio recovery should accelerate in Q4. The election advertising should be dramatic, squeezing inventory for TV and causing a spillover effect into radio. The heavy political spending may also use secondary media, such as radio. Finally, the very easy Q4 comp of negative 1% should enable radio to ramp up via mathematical help. The Bad news: Why might radio not get that much better? Boyle again believes that the ongoing weakness in the radio sector is caused by the lack of pricing power, as the largest groups continue to offer discounted ad rates to grab whatever available ad dollars exist... 09/08/04 RBR #175

Two more DC licenses under attack
Paxson's WPXW-TV (Pax, Channel 66) and Fox's WDCA-TV (UPN, Channel 20), two Washington stations which have had their license renewals challenged, now have company, and it double the fun for Fox. GE/NBC's WRC-TV (NBC, Channel 4) and Fox's WTTG-TV (Fox, Channel 5) are facing challenges of their own. 09/07/04 TVBR #174

3rd Circuit Blockbuster:
New radio market defs good to go
The 3rd Circuit Court in Philadelphia, which remanded much of the FCC's historic 6/2/03 media ownership rulemaking back for modification or justification, is allowing the FCC to proceed with implementation with certain sections of it which the Court found to be acceptable. Key among them is the switch from contour to Arbitron-geographical radio market definitions. TVBR observation: When the stay was imposed in September 2003, the FCC put a brief hold on station trading in order to remodify transaction forms, which had in turn already been modified over the summer to reflect the 6/2/03 ruling. The first, or rulemaking freeze lasted a couple of months; the second, the stay freeze was very brief. We will not be surprised to see another brief freeze while the FCC gets its forms in order.
09/07/04 TVBR #174

Open the can of worms:
New rules meet the real world
Since the 3rd Circuit is allowing the FCC to go ahead with its new radio market definition, we looked at a few recently filed transactions. There are a few pending deals may be in trouble. RBR observation: Bottom line: As a tool to limit the size of radio station clusters, the switch from contour to Arbitron-definitions should have negligible impact. As a tool to greatly increase confusion in the world of station ownership and trading, the switch should be incredible. And we will suggest one more time - - it the FCC wants to eliminate some of the vast white space between those locations where Arbitron diaries are distributed, it should included Eastlan markets in its inventory of defined and rated areas.
09/07/04 RBR #174

DC TV licenses attacked
for kidvid shortfall
Rupert Murdoch and Bud Paxson have something in common - - their organizations are under a two-pronged assault for failing to provide the proscribed three-hours weekly of educational programming for children. 09/03/04 TVBR #173

Broadcasters firing back at Forbes
Publisher observation: It doesn't take the winds of Naples for me to agree with Cavagnaro in saying "Broadcasters who aren't serving their local communities are only inviting satellite to challenge their markets..." The ones that broke it better fix it fast because here comes da satellite with the likes of the cult following of Opie & Anthony. Certain people will pay just as certain people plug in their Ipods instead of listening to local. 09/03/04 RBR #173

XM, Sirius place banners
on Howard Stern's website
While Howard Stern has a counter on his website (www.howardstern.com) that goes from 16 months down to the seconds left in his current contract with Infinity, XM and Sirius Satellite Radio have decided to take advantage of his recent rants against the FCC. 09/03/04 RBR #173

Study sees digital growth
for flat cable universe
Cable MSOs have their best days of basic subscriber growth behind them, but a new report from JupiterResearch says the MSOs are heading into a growth spurt - - thanks to digital television. While basic cable growth is projected to stay about where it is, forecasts that digital penetration will grow at a compound rate of 11% from the current 23 million households to 43 million in 2009. TVBR observation: Not mentioned by JupiterResearch is that the most-watched programming being put on those digital tiers is coming from terrestrial broadcasters via their new DTV channels. Despite their opposition to digital must-carry, the truth is that the MSOs need the broadcasters and their DTV channels to have any chance of achieving the double digit growth.
09/02/04 TVBR #172

FCC bluster over a cluster
The last time we checked, Arbitron had Grand Junction CO pegged as its 258th-largest market. It is also the scene of the FCC's latest red-flag tossing, although the Commission no longer calls the act of subjecting an otherwise legal station transaction to further scrutiny red-flagging. The deal in question is the 900K dollar sale of KSTR-FM from Leggett Broadcasting to MBC Grand Broadcasting. RBR observation: The law is the law. Maybe there should always be at least three strong radio competitors in a market. But when Congress decided that a radio cluster could go as high as six stations in a market with as few as 15 total stations, it should have considered the obvious: A lot of small markets would wind up with two strong groups and, at best, weak competition from a third owner, or even more fragmented competition from several even weaker owners. And so it goes....Period!
09/02/04 RBR #172

Toyota and NBC cut commercial-free deal for Pride debut
"Father of the Pride" on NBC, you may have noticed a distinct lack of commercials. That wasn't because NBC couldn't sell the spots, but rather because Toyota agreed to buy sole sponsorship of the debut of the animated series and have it run commercial-free - - with Toyota spots only before the beginning and after the end.
TVBR observation: We said it before so lets say it again - Content is King and clients will pay for it but the price is big. That is how network TV will compete against Cable. 09/01/04 TVBR #171

More outrage at Forbes
from broadcasters
Radio broadcasters who are boiling mad over the cover story in Forbes magazine that depicts broadcasters as "bullies" who've used their Capitol Hill clout to erect unfair barriers to hold back competition from satellite radio operators. Quite the contrary, says Bill O'Shaughnessy, who says it's XM Satellite Radio that has "run rings" around the NAB in Washington. RBR observation: First isn't just questionable, it's downright false. 09/01/04 RBR #171

Analyst applauds broad
core growth in TV revenues
It's not just political advertising that's fueling television's strong growth. After going over the Q2 figures reported by the TVBR, Wachovia Securities analyst Jim Boyle is telling investors that TV is enjoying growth over a broad core of its major advertisers. Hearst-Argyle and Gray Television because they have lots of leading news stations - - and news leaders get the lion's share of political spending. TVBR observation: Stick with news leaders."
08/31/04 RBR #170


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