Abstract:

Not only must we evaluate the national mass appeal channels, but local market channels and potentially the hundreds of special appeal channels. We also, I suggest, need to change our perspective from evaluation of the transmission carrier to the availability and access to our consumer at the front of the set; be that set an entertainment room television, a portable TV or a computer graphic set. While much of the product on the front of the set may not be our traditional "entertainment" programming, if the consumer is spending less time watching your public service or commercial channel, then we had better understand all the competition for "viewing time". Where would advertisers be if we had ignored private labels? Finally, the demographic only approach is no longer totally satisfactory. Larger samples will also be required to expand the evaluation criteria. Once again, on behalf of advertisers, thank you for giving us the opportunity to participate in this feedback. Our business is like a three legged stool. One leg is the consumer with whom we both share a common interest. Another is you, the broadcaster, and the third leg is the advertiser, and our business agent, the agency. If we cannot agree, it will be a most uncomfortable stool. Research is not just for the rating point. It is for the future development of all our businesses.