Word: gerbrandt
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Those new distribution channels are reconfiguring the programming process. "You can't look at a program anymore in terms of just airing on TV," says Larry Gerbrandt, a senior analyst for Nielsen Media Research. "The network has become the first of multiple windows and screens that get exploited. They're now beginning to view themselves as more than broadcasters." An IBM Institute for Business Value study in January was even more blunt: "This is the beginning of the 'end of television as we know...
Media mavens were quick to applaud the mix of CBS and the tough, widely respected Diller. "He's probably the one executive," says analyst Larry Gerbrandt of Paul Kagan Associates, "that just about everybody in the industry would salute." Diller, a high-profile schmoozer to whom networking is both a pleasure and a job description, was quickly at ease in the company he hopes will be his big new home. The day the deal was announced, he called Evening News co-anchor Dan Rather for a chat and was escorted around the network's New York City broadcast center...
...same interactive technology that would enable programming to be customized for individual homes could be put to use by advertisers. "If you can deliver a single program to one home, you can also make sure a certain commercial goes into that particular home," says Larry Gerbrandt, a senior vice president of Paul Kagan Associates, a media-research firm. "Another way you can do it is to make sure that no matter what they're watching in the home, your commercial goes into that show." From spending and demographic information, advertisers could determine that one home should...
...side of the ledger has reached a frenzied peak. As the networks try to conserve a dwindling share of the TV audience, they are depending more and more on the drawing power of sports. "Sports is the one thing that comes to TV somewhat presold," says Larry Gerbrandt, senior analyst for Paul Kagan Associates. "If you're going to break in a new sitcom, you've got to launch a campaign of awareness. When you add a sports package, people already know what they are getting." The biggest events, moreover, can galvanize the nation around...
...different. For one thing, the debt-free nature of the Time-Warner deal would have given the merged company far more flexibility than a Time-Paramount consolidation might have. "The Time-Warner combination left everybody's powder dry to be able to go out and make acquisitions," says Larry Gerbrandt, a vice president of Paul Kagan Associates, a California-based communications-industry analyst. "But in a tender offer like Paramount's, you have to load up with a tremendous amount of debt that limits your options. The strategy can work, but it's much riskier...