Word: gerbrandt
(lookup in dictionary)
(lookup stats)
Dates: during 1990-1999
Sort By: most recent first
(reverse)
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...