Editorial: Blame for NBC lies with Zucker.(Viewpoint)(Editorial)

Advertising Age, June, 2005

Jeff Zucker, president of the NBC Universal Television Group, managed the unprecedented: He took NBC from first to fourth. Mr. Zucker is network TV's biggest loser, and he's running out of time.

General Electric, NBC's owner, is not in the business of operating also-rans. It's not an issue GE has had to worry much about at NBC. When GE struck a deal to buy NBC parent RCA in late 1985, the network was in the midst of a remarkable comeback, scoring the top program ("The Cosby Show'') and top ratings for the first time since 1970. NBC has had the No. 1 show and overall prime-time ratings in 10 of the 20 seasons since then. For the 10 years before this past season, NBC had three or more top-10 shows.

Then the debacle. Last season, NBC slumped to fourth in...

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