KDBC drops Nielsen

There are indications that KDBC-TV (CBS Ch.4) has opted to forego its reliance on the Nielsen ratings book, a move that could have big implications for the station. It's the first time a major El Paso TV station has chosen to operate without Nielsen data. The Nielsen data not only tell us which stations are the most-watched in a market - they are used to set advertising rates.  KDBC General Manager Len White was not available to confirm the information. However, several outside sources tell me the decision to opt out of Nielsen was made by the new owners of KDBC, New World TV Group, LLC following their recent acquisition of the station from Pappas Telecasting Companies. Dumping Nielsen may have been for good reason: An article in yesterday's Broadcasting & Cable Magazine says stations all across the country regard the ratings system almost useless during the digital transition period. Subscribing to the Nielsen data is expensive, between $30,000 and $40,000 a year. It means that KDBC will no longer be allowed to quote Nielsen ratings in order to sell its strength (or lack thereof) to advertisers.

Univision layoffs

Spanish-language network giant Univision, like every media operation in this country, is feeling the effects of a declining economy. Last Friday, Univision announced that it is laying off about 6 percent of its workforce. See the story here. The  nework has also decided to cancel its weekend news magazine, "Primer Impacto Fin de Semana."

Estela's Voluntary Furlough

I think I have a new hero at KVIA-TV (ABC Ch.7), at the very least some new-found respect: Anchorwoman Estela Casas announced last week she will be taking a one-week unpaid furlough like everyone else in the station, even though she is contractually exempted. "It's a no-brainer. I consider myself lucky that my company was kind enough to go the route of furloughs instead of layoffs," wrote Casas on her station's Web site. While on furlough, drink a glass of merlot for me, Estela.

Comments

[veronica corningstone]

I love Estela, she is my hero!
Well done!
You are such an inspiration Estela and I look up to you more than you'll ever know!

[indaknow]

Is KDBC dropping it for the March book only? Or are they doing away with it from now on?

[coo coo]

KDBC dropped Nielsen at the request of Robert Bettes's psychiatrist. The results were too emotionally damaging to his patient!

[gogirl]

Way to go Estela! I'm sure you're furlough went a long way to bolster the spirits of the rest of the news room. Seriously classy move girl!

[SATSUCKS]

I think KFOX should send that Brenda Media Mouse on Furlough or how about fire her all together?

[Zen]

Never wish bad upon anyone,not good for the sould.

[Pam Miller]

KDBC Should Fire Robert Bettis he is doing the same thing when he was at channel 7