Cable vs. Broadcast Networks

My No. 1 goal is to Make Volleyball more Prominent in the media – nationally, regionally and locally.

In this edition, I will provide information on the television industry as it relates to the most popular cable networks for 2003.

In 2003, cable networks secured a 50.3 household share rating, compared to broadcast networks’ 44.8. This is the second year in a row that cable has posted better numbers than broadcast networks for overall ratings. TNT (2.0 household rating) was the top-rated primetime cable network in 2003, with Nickelodeon, Lifetime and Disney Channel close behind with 1.7 ratings.

A recent Beta Research Cable Subscriber Study – Evaluation of Basic Cable Networks (a syndicated telephone survey among a national sample of 1,007 cable subscribers) -- measured perceptions of 40 fully distributed networks (75+ million homes) and 10 mid-sized networks (35-70 million homes). The results follow.


PERCENT VERY SATISFIED WITH NETWORK
TOP-RANKED BASIC CHANNELS AMONG VIEWERS OF NETWORK

Top-Ranked Major Networks
Discovery Channel                  69%
ESPN                                    67%
espn2                                    63%
Home & Garden Television       62%
The Learning Channel (TLC)     61%
The Weather Channel              60%
Disney Channel                      59%
Food Network                         59%

Top-Ranked Mid-Sized Networks
Trinity Broadcasting Network (TBN)      52%
ESPN Classic                                    50%
Golf Channel                                      49%
Speed Channel                                   48%

PERCENT RATING QUALITY OF PROGRAMMING
4/5 ON A 5-POINT SCALE
TOP-RANKED BASIC CHANNELS AMONG VIEWERS OF SERVICE

Top-Ranked Major Networks
Discovery Channel                     81%
ESPN                                       79%
History Channel                         75%
The Learning Channel (TLC)        75%
Disney Channel                         74%
The Weather Channel                 74%
Home & Garden Television          73%
espn2                                       70%
CNN                                         69%
Food Network                            69%
Lifetime Television                      69%
Nickelodeon                               69%

Top-Ranked Mid-Sized Networks
The Hallmark Channel                      66%
WE: Women’s Entertainment           59%
Trinity Broadcasting Network (TBN)   57%
ESPN Classic                                 55%

Source: Beta Research, CableFAX databriefs 12/15/03

These findings are interesting because in recent months, there has been an ongoing fight with cable systems and the major sports networks. The cable systems are saying that the rising costs of sports networks are out of control. Many cable systems are threatening to put these services (ESPN, espn2 and FOX Sports Net) on a tier so that those who want the service pay for it. As you can see, the sports-related networks rate very high for customer satisfaction.
As it approaches the first anniversary of its launch, CSTV: College Sports Television (www.cstv.com), has emerged as the number-one ranked network among cable operators surveyed about adding networks this year, according to the latest Beta Research Corporation study of emerging and mid-sized networks. CSTV, the fastest-growing independent cable network, launched April 7, 2003.

Beta Research conducted a channel carriage study this past fall among a national sample of cable operators. The telephone survey gauged the interest of system general managers and marketers in a number of areas, including the addition of specific emerging or mid-sized networks by the end of 2004.

"These Beta Research results are outstanding, given that College Sports TV launched less than one year ago,” said Brian Bedol, president and CEO, CSTV. "Cable operators recognize College Sports TV as a programming partner that can help grow their business through broadband, video-on-demand, high-definition and local ad sales. As the cable landscape continues to evolve, and as new technologies bring about new opportunities, we are taking a leadership position in reshaping the network-distribution partner relationship."

Among the Beta Research Study findings:
*CSTV ranked number one overall in interest among all operators surveyed about adding emerging and mid-sized networks in 2004
*CSTV ranked number one overall in interest among operators with 50,000 or more subscribers who were surveyed about adding emerging networks in 2004
*CSTV ranked number one overall in interest among operators with 25,000 or more subscribers who were surveyed about adding emerging networks in 2004
*CSTV ranked number one overall in interest among operators surveyed who plan to add one or more channels to digital basic in 2004
Source: Beta Research, CSTV press release 1/20/04

Increased interest for CSTV from the cable systems is great news for volleyball enthusiasts. This means that it is likely that CSTV will secure distribution agreements with many more cable systems this year. Their subscriber base should grow substantially in 2004, allowing many more volleyball fans to see our events on CSTV.

For additional information, please free to contact me at shelly@sharpermedia.net or via phone at 936-582-2256.




 

Media MVP is written by Shelly Harper of Sharper Media who was hired in July 2002 as the media consultant for the AVCA and its members. Harper has more than 20 years of experience in sports television and her broad background in this field can be read at www.sharpermedia.net. Harper can be reached at 936-582-2256 or via e-mail at shelly@sharpermedia.net if you have a question and wish to utilize her expertise in this area.