Word: cbs
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Dates: during 1970-1970
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...What follows," said Walter Cronkite two-thirds of the way through a regular newscast last week, "is unusual for the CBS Evening News." Indeed it was. For the rest of the program was given over to an 8 min. 40 sec. report on the accuracy of a 1 min. 50 sec. news item that was telecast last November...
...Sundays ago, their contest got so overheated that Dann felt compelled to phone NBC President Julian Goodman at his home. Flabbergasted at hearing from a CBS official a couple of echelons below him, Goodman first figured that Dann had been fired and was job-hunting. Dann was, in fact, on the line to ask Goodman to stop Klein & Co. from planting newspaper items knocking Dann's efforts to "improve television." Well aware that Dann was a past master at using the press in the rating game, Goodman had no sympathy. "Mike," he said, "you've created a monster...
...game has never been fought harder than in the past two seasons. Until then, CBS could claim to have won for 13 straight years. NBC contented itself with the claim that it had become No. 1 in what really mattered-the "demographic" breakdowns; that is, its viewers were younger, wealthier, better educated, and thus more desirable to advertisers. Then, in 1968-69, NBC passed CBS in total audience for the first half of the season. Desperately, Dann countered with a few maneuvers: he rescheduled Hawaii Five-O, for example, so that it played opposite a more vulnerable NBC program...
...option is coming due shortly," it began. It wound up: "And how you promote Cinderella will tell me something about your personal feelings toward me." In the end, by CBS figures, CBS was first again, by a slivery 20.3% to NBC's 20.0% (and ABC's 15.6%).* Klein argued that the tabulation ignored NBC's premiere week, and that actually the two networks finished in a dead heat...
...tumult and name-calling ended when the latest Nielsen report came in. By its own calculation, CBS had won for the 15th consecutive season-by .2%. "This is the greatest thrill of my 21 years in programming," crowed Mike. In his exultation he added: "I think I could have elected Humphrey." Over at NBC, Paul Klein snorted: "They didn't win the season. They won their season. This is what McLuhan called 'the dinosaur effect.' CBS has blown to its biggest size just before extinction." Industry evolution has indeed swung toward the Klein emphasis on demographics...