Networks Shy Away From Ad-Free Format

The four major broadcast networks adjusted prime-time programming Sunday, canceling some entertainment shows but retaining advertising, thus avoiding a repeat of their ad-less news programming following the Sept. 11 terrorist attacks.

That nonstop news programming cost the networks at least $188 million in lost advertising revenue, according to CMR, a New York City-based media analyst.

Calling it a moment-by-moment decision, CBS, ABC and NBC interrupted their daytime programming to run uninterrupted news coverage of the retaliatory attacks and Osama bin Laden’s response. Gradually shifting gears during the day, the networks returned to running football and stock car racing, planning an evening schedule centered on extended news broadcasts that were advertiser-supported.

Fox planned to stay with its planned prime-time programming of the movie “There’s Something About Mary.”

The networks were caught in a difficult position that will be replayed again and again as America’s war against terrorism continues. The networks must balance the public interest against their increasingly pressing economic situation.

Network advertising is down significantly for the first time ever, making every decision to suspend ads in favor of news particularly costly.

“There was a discussion. Where the story was going, what pictures were available,” said NBC spokeswoman Barbara Levin, noting that the nighttime footage from Kabul, the capital of Afghanistan, was not as newsworthy as the pictures from the destroyed World Trade Center. “A decision was made that we could cover the story within our programming.”

“There is only so much exploration you can do of what has occurred,” said Fox Television Entertainment Group Chairman Sandy Grushow.

After canceling the Emmy awards show, CBS scheduled a two-hour “60 Minutes,” extending the previously scheduled one-hour broadcast of the newsmagazine to update viewers on the day’s events. ABC preempted “The Wonderful World of Disney” to air a two-hour news special. NBC extended its previously scheduled “Dateline” program to be a two-hour news special, preempting the game show “The Weakest Link.”

Each of the networks noted that, depending on events, they will immediately switch to round-the-clock news, regardless of the expense.