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District viewers a boon to NBC-owned PAX TV
Thursday, December 16, 1999 By Rob Owen, Post-Gazette TV Editor
There's no air date yet, but adding Pittsburgh viewers should help Pax TV's national ratings, according to Paul Schulman, president of the media buying firm Schulman/Advanswers NY.
"Every station they get helps their lineup nationally and Pittsburgh is an important market," he said. "If you had asked me a year ago, I would have said older audience, good idea. Most of the shows are family friendly -- good idea. But I think a lot has changed since then with NBC's purchase."
In September, NBC bought 32 percent of Pax and has the option to take over the fledgling network in 2002, which could bring an end to the family programming. Just as ABC's "Once & Again" airs on the network Tuesday night only to be repeated the following Friday on Lifetime, and NBC's "Law & Order: Special Victims Unit" repeats on USA, NBC is expected to rebroadcast some of its programs on Pax.
Schulman said Pax TV's ratings are almost to the goal set when the network began operations -- a 1 rating in prime time (approximately 1 million households watching during any given minute).
"It's still a small blip on the radar screen," he said. "The ratings are similar to good cable ratings as opposed to below-average network ratings." He added, however, that the all-family environment makes the network "very advertiser-friendly."
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