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CNN Live Today

Advertizers Get a Preview of TV Line-up

Aired May 13, 2002 - 14:58   ET

THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.

THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.
BILL HEMMER, CNN ANCHOR: Television advertisers are getting a preview of the new network shows, even as viewers are set to watch a summer filled with reruns. Michael Okwu reports on the competition to find the next must-see TV.

(BEGIN VIDEOTAPE)

MICHAEL OKWU, CNN CORRESPONDENT (voice-over): This week broadcasters will unveil their new fall prime-time schedules to advertisers. It's called the up-front market.

ANNOUNCER: The cast of "The West Wing."

OKWU: An A-list dog and pony show where network brass sell up to 80 percent of prime advertising time for the upcoming season -- each of them hoping that they've produced the next "Friends."

KEN TUCKER, TV CRITIC, "ENTERTAINMENT WEEKLY": It's a big party. It's a big game. It's big business. Each network tries to prove that they are No. 1 in some area. We're No. 1 in total viewers, this one's No. 1 among young women, this's one's No. 1 among middle-aged men with bifocals.

OKWU: The networks will be fighting for your eyeballs, and for billions of advertising dollars. And for good reason: Americans are watching more television, but they're also watching more channels on cable and on satellite. The network share of the advertising pie is getting smaller.

Carolyn Bivens runs the nation's largest media buying company.

CAROLYN BIVENS, PRES, INITIATIVE MEDIA: We'll be looking for things like, that are diamonds in the rough.

OKWU: This fall the diamonds will be divided among programs that deliver young viewers, 18 to 49 year-olds, and programs the entire family can make appointments to watch.

TUCKER: The strongest network is probably NBC, because they're going to look great on Thursday nights with "Friends" and "ER" bookending Thursday night. Overall during the week, they're very strong with sitcoms like "Frasier."

OKWU: Expect few changes at CBS, which is winning new viewers with "CSI." That hit has spawned "CSI Miami" starring former "NYPD Blues" star David Caruso. Next season FOX drops the abnormal and the paranormal. No more "Ally MacBeal," no more "X Files." But advertizers will pay special attention to changes on ABC's line up. Not even a well-coiffed much-watched "Bachelor" could save it. The network lost almost a quarter of its prime time audience.

There's a lot at stake. Last year the network's up-front revenues were down a billion dollars compared to the year before due to a slow economy and a soft advertising market.

JOE MANDEE, EDITOR, "MEDIA BUYER'S DAILY": What we saw in the last year was a decline from a very high level. Hopefully this year will get us back on track to where we are normally.

TUCKER: I think there are too many things happening in the world right now where people want to go to television for escapism and so I think you are going to see a lot more light-hearted fair on television.

OKWU: Light hearted fare, maybe, but serious business.

Michael Okwu, CNN, New York.

(END VIDEOTAPE)

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