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).
