Word: tortorici
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...Sunday night time slot among the coveted 12-to 17-year-old demographic, the best teen ratings the network has seen in more than four years. The Days, about the midlife angst of a dual-income couple raising three kids, is a "win-win-win situation," says Peter Tortorici, president of MindShare and former president of CBS Entertainment. "It enables programmers to have an additional tool to accomplish their larger goal--more programming for the viewer...
...share in the profits, and they get a preferred position in commercial spots and a certain amount of product placement within the show. "We made a conscious decision not to be too aggressive about product placement because we don't want viewers to feel the show is overcommercialized," says Tortorici. If The Days goes into syndication, MindShare and its partners make the lion's share of the profits. While ABC stands to make less, it carries no risk--and the network gets a shot...
...same token, the shows offer counterprogramming to youth-oriented sitcoms, plus a way to lure back the broad-based family audience that has drifted away from network TV. "Every segment of the audience has value," says CBS Entertainment executive vice president Peter Tortorici. "The better job you do of connecting them so you can get them to watch together is, ultimately, the best use you can make of the medium...
...must diligently protect our trademark no matter how large or small the case is," Tortorici added...
...Tortorici said Koch's son Bill, an Olympic medal winner in cross-country skiing, had asked Coca-Cola for a sponsorship but was refused, adding that the two incidents may or may not be related...