Moonves: sweeps stunting backfires. (CBS Inc. CBS Entertainment President Leslie Moonves)

Broadcasting & Cable, January, 1998 by McClellan, Steve

If broadcasters want to stop ratings erosion, they must start thinking more creatively when it comes to scheduling and stop shooting their programming wads at each other come sweeps time, CBS Entertainment President Leslie Moonves said during last week's NATPE convention keynote address. Moonves said that programmers run the risk of alienating viewers when popular shows are scheduled against one another.

"When that happens, we're not offering viewers a choice, we're forcing one on them. Competitive scheduling moves like these may pass the testosterone test," he said, "but in the process they cheat viewers, who often face viewing decisions that aren't good for them or us." The situation is exacerbated during the sweeps periods, Moonves said, when...

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