Prime Numbers

Cable World, April 2, 2001

Total Day Basic Cable Ratings (4th Quarter 2000)

Basic cable generates ratings about 32% higher among black households and 21% and 13% higher among black women and men 18-49, respectively, than among whites. The disparities between blacks and whites vary widely by cable network with WGN again showing the greatest difference ( 185%) this year. BET usually leads in this category, but the tack of reportable white ratings makes it impossible to evaluate this season. Seven cable networks did not meet Nielsen's minimum reporting standards for black and white household ratings -- BET, CMT, GAC, Golf Channel, Speedvision and The Health Network.

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Top 20 Primetime Programs Among Black Households (4th Quarter 2000)

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Premium TV Broadband Census (all figures in millions of units)

Network                         12/99    2000 Net   12 mo. chg.

HBO Cable                       19.725      0.350          1.8%
HBO C-band                       0.470    (0.070)       (14.9%)
HBO DBS                          4.135      0.490         11.9%
  HBO Subtotal                  24.330      0.770          3.2%

Cinemax Cable                    8.165      0.160          3.2%
Cinemax C-band                   0.310    (0.060)       (19.4%)
Cinemax DBS                      2.925      0.275          9.4%
  Cinemax Subtotal              11.400      0.375          3.3%

  HBO/Cinemax Total             35.730      1.145          3.2%

Showtime Cable                   7.925      1.141         14.4%
Showtime C-band                  0.375    (0.089)       (23.7%)
Showtime DBS                     2.800      0.655         23.4%
  Showtime Subtotal             11.100      1.707         15.4%

TMC Cable                        4.450      1.207         27.1%
TMC C-band                       0.300    (0.059)       (19.7%)
TMC DBS                          2.475      0.781         31.6%
  TMC Subtotal                   7.225      1.929         26.7%

Flix Cable                       2.350      0.345         14.7%
Flix C-band                      0.300    (0.065)       (21.7%)
Flix DBS                         2.212      1.008         45.6%
  Flix Subtotal                  4.862      1.288         26.5%

  Showtime/TMC/Flix Total(*)    23.187      4.924         21.2%

Starz! Cable                     5.900      0.650         11.0%
Starz! C-band                    0.350    (0.060)       (17.1%)
Starz! DBS                       3.730      0.870         23.3%
  Starz! Subtotal                9.980      1.460         14.6%

Encore Cable                     8.500      0.800          9.4%
Encore C-band                    0.220    (0.060)       (27.3%)
Encore DBS                       4.900      1.000         20.4%
  Encore Subtotal               13.620      1.740         12.8%

  Starz!/Encore Total(*)        23.600      3.200         13.6%

Disney Basic Cable              41.500     12.500         30.1%
Disney Tier/Pay Units            1.600    (1.600)      (100.0%)
  Disney Cable Subtotal         43.100     10.900         25.3%

Disney C-band                    0.380    (0.060)       (15.8%)
Disney DBS                       9.975      4.025         40.4%
  Disney Total                  53.455     14.865         27.8%

Sundance Cable                   1.910      1.293         67.7%
Sundance C-band                  0.274    (0.008)        (2.9%)
Sundance DBS                     3.312      2.559         77.3%
  Sundance Total                 5.406      3.844        699.0%

Playboy Cable                    0.110    (0.013)       (11.8%)
Playboy C-band                   0.042    (0.005)       (11.9%)
Playboy DBS                      0.290      0.050         17.2%
  Playboy Total                  0.442      0.032          7.2%

(*) Totals for these divisions are included for reference only and may include both full-price and discounted units and are therefore not fully equivalent,

SOURCE: [C] 2001 Paul Kagan Associates, The Pay TV Newsletter; Feb. 28, 2001