Networks ready counterpunch to cable
Toppers discuss PR strategy
Fed up with the perception that free TV is fading away in the face of ever-increasing cable competition, toppers at the Big Four have begun serious conversations about forming an organization to wage a public relations counteroffensive against cablers. The idea has been floated informally before, but sources say the recent round of musical chairs at the nets' exec boardrooms has given new life to the proposal.
While it wasn't the main topic of conversation, ABC Television Network prexy Pat Fili-Krushel, CBS Television topper Leslie Moonves and NBC Entertainment prexy Scott Sassa discussed the concept Wednesday at a private pow-wow in Los Angeles. Fox topper David Hill was unable to attend, but is said to support the idea of an alliance.
Need to return fire
A network insider familiar with the proposal said the new group would serve a similar function as the now-defunct Network Television Association, which regularly issued press releases touting the reach and range of free TV. The NTA dissolved after the webs stopped funding it, but the success of the Cabletelevision Advertising Bureau (CAB) in flacking cable's virtues has convinced network toppers of the need to return fire.
"The goal is to cut the amount of bull cable keeps putting out," a network insider said. "There's going to be an attempt to get out stories from the point of view of the networks."
One key to getting a new network TV group off the ground will be finding the appropriate mouthpiece to head it -- and then getting all the webheads to agree on that person.
Insiders say a top former Clinton administration aide was talked about for the job a few months back but was never formally approached with an offer.
Web execs aren't much closer to finding a topper for the new organization now, which means a formal announcement on the group could still be a few months away. There's general agreement that a network booster group must be formed, however.
