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Segment 3 (The Television Sweeps) #503183

NBC Evening News for Friday, Feb 09, 1979
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(Studio) Report concerns television networks' entertainment competition.
REPORTER: Jessica Savitch

(DC) television ads for programs shown. [TV consultant Mike DANN - says it's Christmas in February] February noted to be most expensive month of programming in TV history. [NBC program executive Paul KLEIN - calls it joke that has to be stopped.] February also reported to be one month when national television audience rating surveys, called sweeps, are made. Arbitron market research company's methods for surveying American television audiences detailed. [WRC-TV sales spokesperson Jayne WARRINGTON - discusses station's audience.] [Arbitron company spokesperson Richard GLASPELL - describes unique, untypical ratings results given by intensified network programming during sweep month] [KSD-TV president Harold GRAMS - doesn't think it's good for industry] [KLEIN - says sweep should be abandoned.] Local stations' turn to sensationalism in local news stated as characteristic of sweep times. Film shown. ["Chicago Tribune" spokesperson Gary DEEB - comments.] Long-time NBC affiliate in Minneapolis having just joined ABC given as example of new element in sweeps, ABC's current ratings dominance and fears of CBS and NBC that more affiliates will do same. [DANN - comments.] Degree of viewer gains from sweeps cited.
REPORTER: Doug. Kiker (KSTP-TV newstape, Minneapolis)

Savitch, Jessica

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