Cable nets turn live-ratings war into sales tactic; Hallmark, Discovery in discussions with buyers.(News)

Advertising Age, March, 2006

Byline: ABBEY KLAASSEN

Cable's trump card? Live ratings.

In an upfront where the fight for dollars is expected to be fierce, every network has to fend for itself. And that means some cable networks may break TV-seller ranks and agree to negotiate on live-viewing data only.

While most broadcasters-particularly ABC and NBC-are insisting they get paid something for time-shifted viewers as well as live viewers, a handful of cable networks are talking to buyers about doing deals based exclusively on live viewers. Hallmark Channel and The Weather Channel have discussed a live-only scenario. Discovery Networks is also seriously considering negotiating based on live-only ratings, according to executives on both sides of the table.

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