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WARNER BROTHERS NETWORK TO GIVE "MAKE-GOODS" T0 ADVERTISERS
Published January 18, 1995
Overnight numbers for the WB Network "barely made a ripple on the national pond." The network averaged a 1.9 rating and 3 share for its 8-10pm debut last Wednesday. Because of the low numbers, WB "starts out having to give make-goods to advertisers who were promised a 3 rating for the debut." The network had planned ahead and withheld 25% of its advertising inventory "in order to make up for the shortfall." James Kellner, head of WB, dismissed the "dismal national numbers" and pointed to "encouraging local-market performances," including New York where the WB affiliate WPIX recorded a 6.9/10 average. Kellner would like to have "higher numbers" among the network's core demographic of 18-34 year old, and the network is working on promotions to build viewer awareness for the new shows (Steve Coe, BROADCASTING AND CABLE, 1/16 issue). GM'S POLLED: BROADCASTING & CABLE surveyed 150 randomly selected TV station GMs on the viability of a 5th network. 63% believe there was room for a fifth network, but only 22% polled said a sixth network would survive. Of those who said only one can last, 64% picked United Paramount Network, with 21% choosing WB (B&C, 1/16 issue).