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Memo BBDO To Office Subject BBDO Cable TV Sourcebook Update From Paul Green Office 5-5 cc: S. Abel, A. Semsky Client Date January 28, 1983 As promised, attached is the most recent information necessary to bring your Cable TV Sourcebook up-to-date. Based upon your favorable responses, we will continue updating the book on a quarterly basis. If you have any questions, please feel free to call. GEN. 1117

CABLE CtiERVZEW

CABLE TELEVISION CURRENT STAZUS % TV HOMES # OF HOMES Total U.S. 100 83,300 Unavailable to Cable 45 37,485 Hornes passed by Cable 55 45,815 Basic Cable 35 29,155 Pay Cable 18 14,994 Source: Nt'I November 1982

CABLE TELEVlSION CURRENT STAZUS CABLE PENETRATIQN BY MAFMT SIZE County Size Cable Penetration A 2 5$ B 42 C 49 D 36 Source: NTI November 1982

CURRENT STATUS CABLE PIIIETRATION BY MARKET GROUPINGS MARKEIS CABLE PENETRATIGN 1-10 29% 11-25 31 26-50 36 51-203 42 Source: NSI November 1982

CURRENT STATUS CABLE PENTZRATICN (MARKETS 1-10) MARKET PENE'II2ATION 1. New York 30% 2. Los Angeles 24 3. (h icago 12 4. Philadelphia 36 5. San Francisco 44 6. Boston 27 7. Detroit 13 8. Cleveland 31 9. Washington, DC 17 10. Dallas/Ft. Worth 27 Source: N5I November 1982

CABLE PENETRATION BASIC and PAY CABLE GRCwTH Basic Cable Basic Cable Pay Cable Pay Cable Year U.S. TV HHs Subscribers Penetraticn Subscribers Penetration 1970 60,100 5,400 9% -- -- 1975 69,600 11,100 16% 2,800 4% 1983 83,300 29,155 35% 14,994 18% 1985 85,400 31,160 40% 22,450 26% 1990 93,900 61,000 65% 47,000 50% Source: Nielsen Television Index BBDO Es tima tes

CABLE TELEVISION IMPACT OF PAY CABLE IN PRIMETIME % HCMES AVG. HOURS $ NE'i4+pRK USING IV VIEWED PER WEEK SHARE (PRIME ) (ZC)TAL ) Cable Households Total 65 14 52 77 Pay Cable 67 14 57 62 Basic Cable 61 13 46 75 Non-Cab1e Households 60 13 47 84 Source: NTI Cable Status Report November 1982

CABLE TELEVISION CABLE VS. NON-CABLE HH CABLE DEMOGRAPHICS: o Head Of Household 25-54 o Professional/Managerial Occupation o Attended College 1+ Years o Household Income $30,000+ o Household Includes 3-4 Members Source: SMRB 1982

BBDO CABLE AdVERTISERS Client American Cyanamid Black & Decke r Campbell Soup Del Monte Firestone Gillette General Electric Old Milwaukee Pepsi Pillsbury Than McAn ZUppeiware Wrigley Wall Street Journal Cable Network CNN, ESPN, WTBS, USA, CBN CNN, USA, ESPN, WIBS, MSN CNN, 4aIBS, ESPN# USA, CHN, BET USA, MTV ESPN, hIPBS CNN, ESPN, WTBS CNN, ESPN, USA, BET, SIN WTBS, USA ESPN, WTBS, USA, MTV, BET, SIN WIBS, USA, CBN SIN MSN CNN, WTBS, USA, MTV CNN, ESPN, WI'BS

TfiE NEW TECtWOLAGIES VIDEO SHOPPING CHANNBLS: o HW SHOPPING SHOW Program designed as an "infomercial". Advertiser is provided an 81/2 minute vehicle to discuss and demonstrate a particular product. Direct response via 800# or mail requests. Carried by MODERN SATELLITE NE'IVJC)RK reaching 6.0 million potential cable homes. o SHOPPING BY SATELLITE Joint home shopping venture by COMP-U-CARD and MF.'TRCMEDIA INC. Product showcasing, gameshaas, viewer participation and coupons will be utilized to attract viewers. Plans to launch via CBN CABLE NE'IWORK have been dropped. SHOPPING BY SATELLITE launch currently on hold. o UTV CABLE NE'I4CRK "INVOLVISION" program concept will actively seek viewer involvement in programming. Gameshows and contests will feature products that viewers can win or order. UTV will place local dealer tags on national coarmercials. UI'V plans to launch 1st cruarter 1983. o HOME SHOPPING CHANNEL NlAMER-AMEX SATELLITE ENTERTAIAMENT C(MPANY plans to test market a 24-hour home shopping channel during 1983. The venture will utilize the American Express credit system. The objective is a national launch during 1984.

RBDO CABLE POLICY

NE,'ZWORK CPM' S M18+' M18-49 W18+ W18-49 Primetime 9.38 14.99 7.11 12.05 Daytime 10.60 20.31 2.83 5.09 Iate Night 7.90 11.37 6.58 10.81 Sports 7.06 12.00 12.35 23.12 News 6.14 13.21 5.06 12.19 Source: NAC Oct. 1982/BBDO Estimates

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BASIC CABLE SERVICE o Hears t/ABC ARZS o Hearst/ABC DAYTIME o BET: Black Entertainment Television o CNN I: Cable News Network I o CNN II: Cable News Network II o CBN Cable Network o Ct3IV: Cable Health Network o FSPN: Entertainment & Sports Program Network o MSN: Modern Satellite Network o Nickelodeon o MTV: Music Television o SPN: Satellite Program Network o SIN: Spanish International Network o SNC: Satellite News Channel o USA Cable Network o UTV Cable Network (Jan. '83)** o Nashville Network (Feb. '83)** o WTBS "Superstation" o WGN "Superstation" o WOR "Superstation" SO[JRCE: POTENTIAL CABLE HCMES 8,000,000 7,200,000 3,000,000 16,660,000 2,250,0 00 18,200,000 4,650,000 19,800,000 5,800,000 9,000,000 8,000,000 5,200,000 3,100,000 5,400,000 14,000,000 3,000,000 (EST) 6,000,000 (EST) 24,200,000* 10,500,000* 4,500,000* Cablevision December 1982 PRCGRIIM DESCRIPTION Cultural Programs Womens Alternative Daytime Progranming Black Oriented Movie/Sports 24-hr News/Information 24-hr Headline News Family Fritertainment Family Health Information 24-hr Sports Hane Shopping/tnlmnen/Information Kids Programing Video Rc>ck Music Women/Financial/International Hispanic Sports/Movies/Dramas 24-hr All News Format Kids/6JOmen/Sports/`Peens Viewer Interaction Country Western Format Sports/Movies/Variety/hocal Sports/Movies/Variety/Local Sports/Movies/Variety/Loca1 **To be launched *rah1P hones outside home ADI

A7PHA REPEKPOFtY TELEVISION SERVICE AKI'S (Hearst/ABC Video) DISTRIBtfrIC1N: Satel l i te : Satcan I I I, Westar V Cable Affiliates: 1725 cable systems Potential Homes: 8.0 million DESCRIPTION: Prime time cultural/visual arts targeted to the upscale cable household. ProgramQning includes dance, opera, jazz, painting, drama and symphonies from the cultural centers of the world. SCHEDULE: 9PM-Midnight - Original Midnight-3AM - Repeat Cycle NOTE: HEARST/ABC VIDEO has acquired an additional satellite position on WESTAR V. WESTAR distribution will add 2 million hcmes to ARTS current 8 million HH base. (Effective March 1983)

BLACK FNPERTAIAMIIRP TELEVISION BET DISTRIBUTION: DESCRIPTION: Satellite: Westar V Cable Affiliates: 101 Cable Systems Potential Homes: 3 million Beginning August 15, 1982 BET will expand its programming schedule to 42 hours per week (8PM-2AM, 7 days per week). RFT has entered into joint production venture with TAFT BRAfJDCASTING to provide quality programming for the Black cable audience. BET Black Classic Films BET B a Co ege Fbo 1 BET Black Collge Basketball Showtfine At The Apollo The Jazz Hour Video Soul Portraits In Black Nipsey Russe s Juvenile Jury Body & Soul (exercise) Karen's Kitchen (cooking) BET Newsprobe NOTE: initial HH drop to 3 million. BET will guarantee advertisers charter rates based on HH projections BET's move to WESTAR V transponder will 'result in an 1982 3 million HHs 1983 5 million HHs 1984 9 million HHs 1985 12 million HHs 1986 14 million HHs ar.oup W Cable will serve as advertising reps for BET expanded service.

CBN CABLE NE'ZW)RK CBN DISTRIBUTION: DESCRIPTION: Satellite: Satcan III Cable Affiliates: 3325 cable systems Potential Homes: 19.8 million 24 hour all-family entertainnent and consumer series. Religious programming reduced to 15% of schedule effective October 1982. PROGRAM HIGHLIGHTS: 700 CLUB The Home Magazine Show Redbook's Family Chef Sunkist's Fresh Ideas Let s Make A Deal Ccmedy Tonight Tcn Snyder Returns CBN Theater Saturday At The Westerns Movies To P.emember The Nostal ia Network Super Book (ki s) The F~ House (kids) CBN CABLE measured via Nielsen national metered sample (NTI). Average household ratings by daypart and program reported monthly as of October 1982.

CHRISTIAN BR0ADCASTING NE.?WORK WOP+IF.'N • ZHE HOME MAGAZINE SHl7W • TIME OUT • FAMILY OF FRIENDS FAMILY Daily Women's service show produced try CBN. Features each day from time management to travel. Program insert that provides compatible editorial environment for certain products. (Exercise, Fashion, Cooking, Nutrition, Travel, Home Decorating, Finance, Weather). Women's service shows produced/sponsored !7y advertisers and airing in regular time slot. AT HOME WITH BEVERLY NYE Procter & Gamble PLEASURE OF COMPANY Procter & Gamble SUNKIST FRESH IDEAS Sunkist Growers FAMILY CHEF Redbook General Mills • 700 CLUB Magazine/feature program hosted by Pat Robertson. • NOSTAhGIA NE'IWORK Family favorite comedies return on cable. (BURNS and ALLEN, JACK BENNY, I MARRIED JOAN, MY LITTLE MARGIE, LIFE OF RILEY). • SATURLIAY AT THE WESTERNS Six hours of western adventure. • WEEKDAY AT THE MCNI ES Ninety-minute movies from the former ABC Movie of Zhe Week series. • TOM SNYDER RETLJRNS 65 of the best Zbm Snyder interviews. • O0METJY 7WIGHT Showcase for great vintade sitcoms starrineg Jack Benny. Burns & Allen and others. • SATURAAY NIGHT AT THE The best of CBNs feature film inventory. MOVIES CHILDREN • SUPER BOOK & Animated half-hours featuring stories frcm the Old FLYING HOUSE & New Testaments. s 0 0 s co w W 0 0

CABLE HEALTH NEI4It?RI{ CHN (Viacom) DISTRIBUTION: Satellite: Satcom III Cable Affiliates: 540 cable system Potential Homes: 4.6 million DESCRIPTICN: Scheduled for launch June 30, 1982. Taenty-four hour cable network devoted to health, science, and consumer information. Health-subjects covered in-depth in half-hour, hour and series program formats. PROGRAM HIGEiLIC~iTS: Zbpics covered will include: Physical Fitness Health Foods Aerobics Sexual Behavior Family Courseling Health-oriented fiLns and documentaries

CABLE NEWS NEIWORK CNN DISTRIBUTION: DESCRIPTION: PROCRAM HIGHLIGH'T5: NOTE: Satellite: Satcan III Cable Affiliates: 2950 cable systems Potential Homes: 16.6 million Twenty-four hour news format including in depth coverage of national and world events, special interest features on business, finance, wanen's interests, sports and health with news updates every half hour. AM/PM Newswatch CNN News World Prime News 120 CNN Sports Moneyline Inside Business Take T<ao Freeman Reports i,eople Tonight CNN St le CNN Fashion (mini-segments) CNN Cooking (mini-segments) CNN How To (mini-segments) CNN will guarantee HH CPM's based on Nielsen metered rating services which began June 1982. CNN II was launched New Year 1982 to 1.2 million cable hcmes. CNN II features headline news, 24 hours daily. Warner-Amex is advertising rep for CNN services in ex- change for WAMEX transponders.

NTA.YI'E11 (Hearst/ABC Video) DISTRIBUI'ICN: Satellite: Satcom III, Westar V Cable Affiliates: 533 cable systems Potential Hanes: 7.2 million DESCRIPTION: A network targeted to today's women and all her facets and interests. Programs revolve around the lives, loves, careers, and homes of wcmen. At launch date the network is branded as an alternative to current daytime programming for the wanen at heme. Programming schedule 1Pt9-5PM, M-F. NCII'E: HEARST/ABC VIDEO has acquired an additional satellite position on WESTAR V. WESTAR distribution will add 2 million hcxnes to DAYTIME current 7.2 million HH base. (Effective March 1983) LIAYTIME will expand program hours via WESTAR distribution only (2 million hanes): 5PM-9PM Mon-Fri 1PM-9PM Sat/Sun WESTAR distribution is projected to be 5 million homes by 4th Quarter 1983.

IINPERTAINMIIaT AND SPOFZrS PROGRAMr'1ING NE`IWC)RK ESPN DISTRIBUTION: Satellite: Satcom III Cable Affiliates: , 4891 cable system Potential Hanes: 19.8 million DESCRIPTION: Sports programming twenty-four hours a day, seven days per week. PkOGRAM HIGHLIGHTS: USFL Football (primetime) Top Rank Boxing (Thursday evenings) Big East, ACC Basketball (college) I)CAA Fbo (tape delay) NBA Basketball Canadian Football WCT Tennis Co11ege Baseball College Hockey Gynnastics Auto Racing Golf Sports Center AB ESFN Sports co-venture NOifE: 1st Quarter 1983 ESPN will guarantee CPM's based on ESPN/ Nielsen Cable Audience Report. Rating and demographic will be tabulated. Will work with advertiser in developing a particular sport program and creative advertising concepts. New development: ESPN has added business news to its schedule, effective February 1983. The business news block will be fran 5AM-8AM, Mon-Fri.

MODERN SATELLITE NE'MRK MSN DISTRIBUPION: Satellite: Satcom III Cable Affiliates: 404 cable systems Potential Hcmes: 5.8 million DESCRIPTICN: Day Tine only netwerk providing information, opinions and entertainment for the general consumer. Programs feature women's oriented topics. PROGRAM HIGHLIGHTS: Home Shopping Show (81/2 minute demonstration of ad- vertiser's product.) Visitour Busi~ness View Consumer I nqu iYy NdPE: March 15, 1982 "2he Home Shopping Show" will be lead-in to DAYTIME (ABCAflearst co-venture), which has leased time from MSN. MSN's revised schedule will be 10AM-1PM, Monday to FYiday.

WOMEN'S PROGRAMMAVG MODEM SATELLITE NF'l4IOFiFC o VISITOUR MSN's own travel servies is hosted by Steve Birnbaum, former travel editor for Esquire magazine and current travel editor for Playboir. In addition to travel films and features fran vacation spots around the globe, VISITOM features travel tips, vacation ideas and timely advice for today's traveller. 0 BUSINESS VIEW 0 O0NSUMER INqUIRY A program offering viewers a loak at the fascinating worlds of industry, government and finance is hosted try Ken Prewitt, financial correspondent for Money magazine. Hosted by talented and attractive Deborah Kinney, this program features the latest facts on product inforniation, money-saving ideas for home and family and household hints to aid today's consumer in the home. o TfiE HCME SHOPPING SHOW Demonstration and information about products and services for viewers to order. Advertisers produce product/service infomercials. ZHE H(ME SHOPPING SHUw airs at 12:30PM as lead-in to QAYTIME, the ABC/Hearst co-venture.

MUSIC TEI,EVISIGN MTt1 (Warner-Amex) DISZRIBUTION: Satellite: Satcom III Cable Affiliates: 900 cable systems Potential Homes: 8.0 million DESCRIPTICN: Zwenty-four hours of contemporary video clips of rock music broadcast in stereo. Network is targeted to the 12-34 demographic. PROGRAM HIGHLIGHTS: Video JocJceys Saturday Night Rock Concert Sunday Night Rock Movie NOTE: MI"V will work with advertisers in developing cross promotional programs. :: 4'4L""Rr-, .,~ .^.x:

SPANISH INTERlATIONAL TELEVISICN NETMRK SIN DISTRIBIIrION: Over-the-air: via 17 independent TV stations. Satellite: via SIN on Westar IV Cable Affiliates: 191 cable systems Potential Hanes: 3.1 million Hispanic HHs DESCRIPTIORJ: A satellite network distribution via cable systems and television stations throughout the U.S. and the world A variety of programming all of which is originally produced in Spanish or for the Hispanic audience. Twenty-four hours of daily prograarming. PROGRAM HIGHLICH'I'S: Novellas (dramatic series) Mov- ie Sports (soccer, boxing, wrestling) World Cup Soccer Music Programs Variety Entertainment Daily Hispanic Newscast Hispanic Special Events Hispanic Day Parade Life of Cervantes (mini-series)

SATELLITE NEWS CHAIaTEL (Group W, ABC News) DISTRIBUTION: Satellite: Westar V Cable Affiliates: 550 Cable Systems Potential Homes: 5.4 million (estimate) DESCRIPTION: Delivers national news reports in eighteen minutes, 24 hours a day, seven days a week. 24 regional news bureaus deliver regional news targeted via satellite to region sports news, business news and weather, also upc9ated hourly. Advertisers can buy target regions based upon marketing need. Specific SNC segments can be sponsored. NOTE: William Scott, the President, was responsible for running WINS, the first all-news radio station.

SATELLITE PRfJGRAM NE'IWpRK SPN DISTRIBUTION: Satellite: Westar IV Cable Affiliates: 380 cable systems. Potential Home: 5.2 million DESCRIPTICN: A family oriented prograQnming network with emphasis on variety and informational programming. 24 hours/day. PFW" HIGHLIGHTS: Aerobic Dancercize Microwaves are for Cooking The Picture of Health Financia Inquiry Moneyworks Real Estate Action Line Hcme Computer Shcw' Telefrance -(International programming) Nostalgia Network Movieweek ~T~

USA NE'I4JCRK USA (Time Inc./Paranaunt/MCA Inc.) DISTRIBUTION: Satellite: Satcan III Cable Affiliates: 2300 cable systems Potential Homes: 14.0 million DESCRIPTION: Diversified satellite programming network of live sports, children's and wcmen's prograQnming, documentaries and music. PRfJGRAM HIGHLIGHTS: Alive & Well Sonya Woman's Day USA Coronation Street Are You Arr~body You! Magazine NHL Hockey NBA Basketball Major League Baseball Big East Bas etball S rtslook USA CBS co-venture The English Channel USA Movie . Calliope USA Cartoons Scholastic Sports Acaderty Co-ed Magazine Night Flight Live fran Club Bijou Live from The Lone Star Cafe Wall Street Journal Report ?,,, , - r:.r . " ~`fi;r

UTV CABLE NE'IWC)RK UTV DISTRIBI7I'ION: LALJNCH DATE : DESCRIPTION: SCHEDULE: PRJGRAM HIGHLIC~iTS: NOTE: Satellite: WESTAR V Cable Affiliates: TBD Potential Hanes: 3.0 million (Est.) First quarter 1983. Unique concept that expands television beyond passive viewership into active viewership. Viewers react to programming through direct involvement "involvision". "Involvision" concept carried throughout programming- fran "how-to" and talk shows to sports and wide variety of other special interest programs. 3PM-3AM, seven days a week. Steve Allen's Music Roam SuPe~r _Bi .o_ At The Movies UTV Newsline Money Day The Soaps Rock 'N' Roll Poll Night Grooves Great American Giveaway Sports Pick "Involvision" actively urges responses that can be measured and documented.

ZHE WEA'IRER CHANNEL (Landmark Communications) DISTRIB[TrICtV: Satellite: Satcan III Cable Affiliates: 678 cable systems Potential Homes: 7.0 million DESCRIPTION: New 24 hour weather network. NOQ'E John Coleman, nationally known meteorologist on "Good Morning America" developed the Weather Channel concept. Features meteorologists live on camera around the clock; constantly updated local, regional, and national fore- casts; and instantaneously transmitted weather bulletins specifically addressed and autanatically displayed on cable systems in the affected carrnunities. The heart of the Weather Channel is a unique device called the Weather STAR (Satellite Transponder Addressable Re- ceiver) which enables affiliate cable systems to receive up-to-the-minute local forecasts and weather warnings via addressability.

WCN (Superstation) DISTRIBUPION: Satellite: via United Video transponder on Satcan III Cable Affiliates: 3669 cable systens Potential Homes: 10.5 million DESCRIPTION: A Chicago television station distributed via satellite throughout the United States. Ztaenty-four hour program schedule of live sports, movies, national and local news, syndicated and original programs for all-family viewers. PRpGRAM HIGHLIG3TS: Chicago Cub Baseball Chica o Black Hawk Hockey C icago Bul Basketball DePaul Universit NCAA Basketball C icago Gol en Gloves Sneak Previews M iov s (over 3000 times) Syndicated programs Original WCN productions Phil Donahue Show Cartoons and Kids programs NOTE: WGN is considered a "passive" superstation. Rate card is based on Chicago ADI only. WGN's passive superstation status offers advertisers extended HH reach outside the broadcast ADI via satellite to cable hanes.

WUR (Superstation) DISTRIBLTtIC7N: DESCRIPTION: PROGRAM HICHLIGH'I'S: NOTE: Satellite: via Eastern Microwave transponder on IIFSTAR V Cable Affiliates: 694 Cable Systems Potential Hanes: 4.5 million A New York television station distributed via satellite throughout the United States. Taenty-four hour program schedule of live sports, movies, national and local news, syndicated and original programs for all-family viewers. Madison Square Garden Network NY Knick Basketball NJ Nets Basketball NY Ranger Hockey NY Islander Hockey NY Mets Baseball NCAA Basketball Wrestling Movies Syndicated programs original WOR Productions Cartoons and Kids programs WC)R is considered a"passive" superstation. Rate card is based on New York ADI only. WDR's passive superstation status offers advertisers extended HH reach outside the broadcast ADI via satellite to cable homes.

ZUFd4ER BRIJADCASTING SYSTEM WTBS (Superstation) DIST4tIBUI'ICN: Satellite: Satcorn III Cable Affiliates: 4813 cable systems Potential Hcmes: 24.2 million DESCRIPTICN: An Atlanta television station distributed via satellite throughout the United States. Twenty-four hour program schedule of live sports, movies, national and world news, syndicated and original programs for all-family viewers. PROGRAM HIGHLIGHTS: NCAA Football primetime live! (1982/83 season) Atlanta Falcons Football (Pre-season) Atlanta Braves Baseball Atlanta Hawk Basketball Georgia Championship Wrestling Movies (over 4500 titles) Sit-cans Syndicated programs Wcman Watch Nice People Nashville Alive Original WTBS Productions Jaoque Cousteau Cartoons and Kids programs N4TE: WTBS will guarantee CPM's via Nielsen metered rating service. 1 I 'i .._1/'°.T+.'-'R'." ~II