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American Morning

Networks Show Off Next Season for Advertisers

Aired May 13, 2002 - 09:24   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.
JACK CAFFERTY, CNN ANCHOR: Actually, what we're going to talk about here is whether or not your friends will be back next fall -- the ones on TV. Will "Survivor" survive?

Do these things matter? You bet they do. The new Fall prime- time schedule is being promoted by the networks' two advertisers this week.

And CNN's Michael Okwu has a sneak preview for us -- check it out.

(BEGIN VIDEOTAPE)

UNIDENTIFIED MALE: Action.

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.

UNIDENTIFIED MALE: 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 produce the next "Friends."

(BEGIN VIDEO CLIP)

ALEC BALDWIN, ACTOR: Chandler, I'm kidding. Already you're my favorite.

(END VIDEO CLIP)

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're number one in some area. "We're number one in total viewers," this one's number one among young women, this one's number one among middle-aged men with bifocals.

OKWU (on camera): 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 networks' share of the advertising pie is getting smaller.

(voice-over): Carolyn Bivens runs the nation's largest media- buying company.

CAROLYN BIVENS, 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 is probably NBC, because they're going to look great on Thursday nights, with "Friends" and "ER" book-ending Thursday night. Overall, during the week they are 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 Blue" star David Caruso. Next season, Fox drops the abnormal and the paranormal. No more "Ally McBeal," no more "X Files."

But advertisers will pay special attention to changes on ABC's lineup. Not even a well coifed, 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 $1 billion, compared to the year before, due to a slow economy and a soft advertising market.

JOE MANDEE, "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're going to see a lot more light-hearted fare on television.

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

Michael Okwu, CNN, New York.

(END VIDEOTAPE)

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