The Fresno Bee from Fresno, California • 40

D6 Thursday July 26 1979 The Fresno Bee The TV News Ratings Game I GoumiiK'nt Kqmrt: Bo or menthol: 14 Carlton have less tar than 1 Vantage RATINGS MAKE THE TELEVISION world go round and local programming including the nows is no exception Whenever Ihe network are made in May November February and July by Nielson and Arbiinm local programming is being rated too And if the ratings are down vou can be sure some changes will be made This is especially true with newscasts since they are the most expen- 1 1 '( Carlton is lowest ttamrj: fte Sjrgeon Genral Has Determined That jarette Smoking Dan to Tour Health ly evening and late evening and were nock and neck with KMJ-TV at nuon KJFO 47 ran third "The competition has heated up during Ihe last few years" said John Howell KFSN news director news staffs are larger and more news shows have been added The audience ends up Ihe winner because there is more coverage" WHAT ARE THE REASONS for rating the news? Ratings measure audience reaction and trends and perhaps mast importantly a good rating means more advertising dollars lot of the revenue is based on the said Gary Bentley KJEO news director news is an excellent area in which to sell advertising and being the number one station in the market can make a The local stations subscribe to two ratings services Nielsen and Arbi-tron Their basic statistical research is done in the same way as the Gallup and Harris polls selecting participants on a purely random basis according to the known existing population The zip code areas are often used as sections within which to take the samples and the number of houses in each grid determines how many have to be contacted to get a statistical level of reliability The most common way people are contacted is by telephone If they agree to participate they are sent a diary which they fill out during a week of television viewing The numbers are not absolutely accurate but they are felt by most to be reliable (Last May Nielsen received responses from 741 households in Fresno) WAS A GOOD cross section of people who said Waller Liss KFSN general manager "Ratings tells us how many people are using their televisions for what amount of lime Normally the high is 65 percent during a given hour" Iiss does not believe stations should go strictly on the basis of whether or not a program receives good ratings He sees ratings more as an indicator of trends and as a decision-making tool Bill Murphy news director of KMJ-TV 24 sees the ratings as a part of the business They are an imperfect system but the only one we have to measure our He said he and his staff do look at and analyze the ratings difficult sometimes to know just what is happening We have had quite a few changes recently in personnel and construction around us and that makes it difficult to keep things running as well as they could "The ratings also can be frustrating We can do well in one book in February and not as well in May There must a belter way but we come up with one BENTLEY WOULD PREFER the newscasts not be rated because it puts them in the category of entertainment there's just no other way to gauge our audience and therefore base the price of commercials The problem is the inconsistency Our ratings climbed and then tapered off in May I said our viewers went fishing They don't watch as much when the weather turns nice We expect to pick up again in TV Programs 'e p'sya-'j are cotctd "le acute bea' pud'ca-ai i-j- crioo" ijppi-ed i-e era or Swbec is revno or eance-o' "sw -ohe Please Stand By BjMtotheyClare sive local programming a station does The cost per half hour is 10 times higher than any syndicated half hour the station might buy and the cost of the news operation generally acccounts for one-third of the cost of running the station Manage ment tends to believe the one way the public identifies a certain station is by its local newscast In this market competition is heavy and a low rating can mean switching around personalities a new format or a new time period Sometimes the changes mean new success for the station For instance when KFSN 30 put John Wallace and Nancy Osborne on the air two summers ago as its evening news team the ratings went up and they permanently captured the 6:30 time slot which had been seesawing for years between KFSN and KMJ-TV 24 During the last ratings period in May won in the ear Fresno Cable TV Channels 2 Oakland 8 PBS San Franc sco 5 Movw Channel 11 Fresno Cable 40 Socramento DAYTIME PROGRAMS' M0WVHV5 Dues: G'ee i (B NEWS A SHOW ex iTWMEW' STAR SECRETS PARTRIDGE FAMILY 3 BL'GS Bl'NNV AND FRIENDS 10 PRCE IS RIGHT HIGH ROLLERS -ADVENTURE-DRAMAi Bct" Bit BS4 At- Las: j-es Ai l-ls- -ii AbM-s i in -sc 'Tf ee a c-t a can LAVERNE AND ShiRlEV WHEEL OF FORTjnE 2B2030C PYRAMiD YOUNG AND The RESTLESS RASSWORC PLUS 3 FAMILY FEUD SEARCH FOR TOMORROW 23 hOLlVWOOO SQUARES 23RAN SHORE Radio Highlights TV Key Previews t3 ot ora Sir4 Cv Cv I'jB CflUFDRnifi Business mflCHinE cd 12 today IN AGRICULTURE '2 AS THE WORLD TURNS ue i--f me? -A 's i i sriKi OF OUR LIVES in 23 DOCTORS -(COMEDY) Jonn GodirD Pimm Come Hem 19 ei Sn ft Maj '( Rfje -st Taopes a Sfici a I'an a-S a -a-i rf an -as issila-- ifa-n Nctre Ca-e 23 ONE LIFE TO LIVE 1 GUIDING LIGHT HERE TO YOUR HEALTH 21 AHOA EL VALLE 23 ANOTHER WORLD 2 21 ROSALIA WORLD 23 GENERAL HOSPITAL 2X PQMASH ALEGRE i loshermanoscoraje in IT LOVE OF LIFE STREET 23 CARO SHARKS GANG 2 EDGE OF NIGHT MIKE DOUGLAS Co-cs: Ci-e- Gesrs Belt If Yl' Mli Sat X--s -iWESTERNI 1 Stagscoacft" im a- Va-j'ri -5 CraSf re vanous pasger dunng an --sj ivs 1 JX IT BUGS BUNNY 21 TORNEODE ESTRELLAS 23 ALL STAR SECRETS WOODY WOODPECKER 29POPEYE ZOO REVUE an it THREE STOOGES ROGERS 21 CEPILLIN 23 CAROL BURNETT AND FIENDS KROFFT SUPERSTARS 2 FUNTSTONES ANO FRIENDS PTL PROGRAM ax IT GILUGANS ISLAND COMPANY 21 ALEJANDRA 21 MERV GRIFFIN Gbfsis jact Bifncs Watano Ana Maaa-re Miatey -n Pat Cooce 'FOmi-i 1 SUPER SUPERMAN HOUR BATTLE OF THE PLANETS 2 SIX MILLION DOLLAR MAN Guesi Hasr Steve Alien Guests Mf Tcrme jayne Meaaone Ean HoiLman iB9 n-s 1 sn 17 MY THREE SONS THREE SON 3 STREETS OF SAN FRAN- CiSCO sx 172 NEWS LILIAS YOGA AND YOU 21 NOTICIERO ANDY GRIFFITH SHOW too it ptl program TOC CLL'B DA i'S not)Cis (24 2 GOOD mqsvng BAkE-SiEu tx 2J NOT (AOMEN CNwv ROME" OCM 2 G-U A gjniGMTT0(N0A CD BIGS Bw-NNV AND MIENCS TX BSD' M2BNNG too ay AND MUCK GOOD MORNING AMERICA 725 (AOMEN 'CCAT TX VAlLET OB THE D-NOSAURS ex CABTIN ANG AQOO ex FRED FuN5TCNE AND FRIENDS IX IN TmEBamIlY 21- PmiLDONAMuESmOiA ii-(i' sC -s ROOM LITTLE RASCAlS 21 Mike DOUGLAS --t 5J -ti -i PHIL DONAHUE SMOKY afternoon THE WALTONS physical checkup time for John and Olivia which means traumas ahead particularly for Olivia Fans of the series want to miss the outcome especially since this episode is by Kathleen Hite who always comes through with a tightly-knit emotional script 8 pm KFSN 30 MORK MINDY Night Out" Tom Poston's insecure neighbor Bickley proves a wonderful foil for Robin Mork and the two of them have the whole show to themselves with Mindy and her family out of town Mork and Bickley go out for a good time and end up being taken by an attractive mother and daughter team of hustlers The bar scene will never be the same after invasion 8 pm KJEO 47 IN PERFORMANCE AT WOLF TRAP Beverly Sills is the beautiful heroine of tragic opera based on the famous Alexander Dumas story about the frail courtesan who finds her true love and is forced to give him up for the good of his family The performance taped before an entranced audience in 1976 at Wolf Trap Park outside Washington DC is full of dramatic force permitting unforgettable arias to dominate every act 9 pm KMTF 18 2 ir MIDDAY BAKERSP'ELD LILIAS YOGA AND 0U 23 CATS Of Ob LIVES MASON 23 ALL MY CHILDREN EVENING PROGRAMS- MORNING CONCERT A tribute to Dennis Russell Davies conductor and musical director ol ttie St Paul Chamber Orchestra 9 a KFCF-FM (881) SOAP BOX Host Starr talks with members ol AIA-Teens about alcoholism and teen-agers 10:10 a KEAP (980) JAZZ REVISITED Some ot the very first recordings made by pianist George Shearing are featured 8 pm KVPR-FM (893) MEXICO MUSIC Traditional music Irom Mexico part two 8 pm KFCF-FM (881) OPERA Simulcast with KMTF 18 La Traviata by Verdi 9 KVPR-FM (893) RADIO THEATER Reunion" starring Virginia Gregg and Parley Baer A man and a woman who were once young and in love are reunited 35 years later he's now a detected divorcee and she a lonely widow 10:15 pm KMJ(SSO) MYSTERY THEATER The Dominant Personality" starring Roberta Maxwell A sparsely settled backwoods area where nothing ever happens is suddenly shocked by two kilkngs one ot a dog Ihe other ot its master 1105 pm KMJ (580) IF YOU'RE THINKING OF BUYING A NEW IBM SELECTRIC II CORRECTING TYPEWRITER Call Us Now FOR A DEMONSTRATION OF THE ADLER DUAL-PITCH CORRECTING ELECTRIC TYPEWRITER Evening s-e c--e rco a-c 'ft is iiri a SCf Ta Baras se 5-15-1-1 cn m-j rij s-s 'c-r em "cse fa- a-e -a -Vav-'s -s 21 VIVIANA 23ffiPROECTUFO a a-- a-- mem 1 -eil Sifi 'Dr or-i tje jCs ans You'll receive a FREE TOSHIBA LC 854WA CALCULATOR with the demonstration! ea u-cs trem c- as PTA Blasts Shows Again PS We Promise Immediate Delivery! SERVING FRESNO AND THE VALLEY FOR 25 YEARS Owners RAY 1 LORRAINE McNALLY OPEN SATURDAY 9 am to 5 pm 266-9921 1248 Blackstone s' BoSv 1-2 SC-' ve-mon 352 ieass t-3 a Wes! '2 3 -s 21 NOCHESTAPATIAS -fa s-a 5 -f-ea: seas i-aic-ar cz 2e- l- rss C- rft 2n t-2 fe 0-5SV ft 'S Beca! m-s 1 STRAIGHT 23 BARNEY MILLER "5-ft 1 "3 "a'lfr tiecives of me ctc-zi met a-e Liic2 a sees icj-s Rftea'i PPAiSE The lORO tx 21 PECADODEAMOR 23 CAREER COUNTRY C-f injc i cn a -1 a-2 sees a Su-c aa 5 ns losses Pom Ey Baf Rftta' CM BA N1 BY JONES cc'e-f'' 1 mniaiened r-c am a teaF'ui a -tss eu--g fs zn a ccss ee -av Recea vn 21 2a MORAS DAVID CASSIDY MAN UNDERCOVER 2S32D-X 10 YEARS 10 21 NOTICIERO 11 NEWS 21 SPANISH MOVIE-lDRAMA) 3e-cs Benas Gaston Sa-iss Piiacos 2 F-S 't CBS LATE MOVIE maSh yme Oanne guest as a -u'se ans nad a sercus 'n Haa-ee bac tne Sta'es Reseat' D'E in T-E Sv S'a's G'ci- Pec ABC CAPTIONED NEWS 23 THE TONIGHT SHOW hsi Cars-! Gues' D-anann Ca-sn 'K mnj PTL PROGPAM 293 ST ARSKY AND HUTCH- BAPETTA Sta-s i and Trt ve'ei u-ge Tne mida C( a crey a xn hf ga-mfn d'ttricl puts Sta-sr 1 a-d Hor- on tne wi Ol 1 ega' a en sm-' r-g Keec You- Eye 0n 7he St'-2 Ba-ena cegi's 10 ma me n-ode-n day Roo-n nzrZi t- ng is -ciarded irena 'Receat i limns in TOMORROW To" S-yde- an'i iitmSoruce Goose scae'ane Dui't mree decades ago oy Howard Hgnty Repeat eGmmt 1 TO KNOW IX -I ADVENTURE- DRAMAl "Botany Bay" 154 Ain Ladd James Mason An unjustly convicted man sudor aooard a convict snip bound tor Australia under me wnee a cruel a-d sadistic captain i2tw) EX 1 CBS NEWS STUDO NEWS NBC NEWS 2 BC NEWS JOURNEY to ADVENTURE 6 NO it LOVE jCy EASY Vz- elcmavo AND The MAN 2 JOKER 5 WILD NEWS 3 ABC NEWS FAITH THAT SINGS 7U 173 NEWLYWED GAME MACNEIL LEhBER REPORT 21 AR04NTE SECPETO 23 NBC NEWS CROSS WPS SHOP 2 EMERGENCY ONE SOUGH WRESTLING 7 17 DATING GAME CHEF IcOc 23 MATCH GAME MARY TYLER MOORE CAROL BURNETT AND FRIENDS WILD WORLD OF ANIMALS 3 THAT HOLLYWOOD 100 THE WALTONS O' a sc'SMct rate a crs-a' cuminarun re 053SKD2G) evoence -c Bao PeiMt m-i WILD 23SiORK AND MINDY 1-3 ec £-e-i "ft 5a-a-i5 K-r l-- 'i 1 cik a a -es sa-o a 5 ct AMERICAN ANGLER SX 21 LA CARABINA DE AMBROSE CLUB 23 LAVERNE AND Shipley DAY OF NEW FAiTN en 17QHAWAX FIVE-0 t- c' ffis-es sac a--f-s: a War-- n-e V- StA" mi s- Rfjf-- oC "in 1 IN PERFORMANCE AT WOLF TRAP 'S'n t-n B-ridf Prn in a Va" snj Cu- CCVOi 0 her Hits COUNTRYiPRODUCE FOB THE FRESHEST PROOUCE B4 THE VAUEY 28 YEAR ANNIVERSARY SALE We have and market directly over 25 acres of produce that is sold in our produce market This unique farm operation with 38 varieties of peaches plums and nectarines 6 varieties of grapes 6 varieties of melons tomatoes peppers onions and much more is one of its kind in California NO CULLS are sold only the finest and freshest produce in the San Joaquin Valley straight from our farm to you the customer Store Hours 8 A to 7 Daily CABLE TV' MORNING 11 IS WORDSMITH 11 I MATTER OF FACT 11 SO I GET IT TOGETHER AFTERNOON Peaches A95 Nectarines Ja Bell Peppers I Sweet 1 50 Red Onions I SS CHICAGO (AP) The National PTA says there still is plenty of sex in prime-time television programming but it is being sneaked into established shows rather than being offered in racy new programs as a major new program premise was attempted less frequently this PTA President Virginia Sparling said Tuesday But she said in its survey of the recent season's rime-time shows the group found dia-ogue humor action and gestures have climbed monitors found increased sexual topics inserted in established she said Mrs Sparling said violence in television series is about the same as in the fall of 1978 but has been reduced from a year ago prime-time network movies continue to harbor the most violent viewing on TV and ABC persists in offering the most highly violent network Mrs Sparling told a news conference inclusion of several excellent movies improved its violence average to better than the now bottom-rated NBC The PTA released results of its fourth television review that included prime-time shows during April The survey was conducted by 6000 PTA members across the country of on NBC was chosen as the show with the most commendable overall quality with the same "Little House or die second The show with the most offensive content was listed as on NBC with CBS' of Hazzard" next original goal was to improve quality and diversity of choice of programming We're making good headway but reached this goal yet Mrs Sparling said Special commendation was given to Is ABC AB NBC specials "Paper CBS and "World Of Disney" NBC for top scores in each list most commendable overall quality least offensive content and least violent content Cantaloupes I SESAME STREET IM) CHURCH OF CHRIST BIBLE STUDY (40) GILUGAN ISLAND 4H 121 TOM AND JERRY WITH TV POWWW INSERTS (11) VILLA ALEGRE (40) SIX MILLION DOLLAR MAN 4 MISTER ROGERS (111 A CULTURAL APPROACH sn 12) CAPTAIN COSMIC AND HIS WONOER ROBOT 2T2 SESAME STREET (11) FACE TO FACE WITH CLOVIS (40) GONG SHOW SX Ol BEWITCHED (11) ASSIGNMENT FRESNO (40) HOGAN'S HEROES EVENING iloneydews 3 FOR $10 AM Cardinal Grapes Nectarines Peaches Tomatoes 6195 NO 1 Tomatoes BOX (11) ANOKA EN MADERA tx (21 MOVIE -(SUSPENSE) "Fool Parada" (971 Hi MOVIE "Lovo Bug" IBM NOVA (HI KaLEStA OE DIOS EN MADERA (40i MOVIE DRAMA) "Al About tx (11) COMMUNITY OUTLOOK tM MONTY PYTHON'S FLYING circus (11) PARK SCALE CHURCH DEVOTIONAL IX TWO RONNIES 10N (2) (40) NEWS MASTERPIECE THEATRE 11 (2) LOVE AMERICAN STYLE I DICK CAVETT SHOW (40) SANFORD AND SON 11 (2) BENNY HILL SHOW I MUSIC OF NORTON BUFFALO AND THE STAMPEDE (4 MOVIE -(SCIENCE) "FMwonhoK 451" 1b7 12 (2) MISSION IMPOSSIBLE IN (2) NEWS 1 IN) MOVIE -(DRAMA) Angry Mon" 157 IN (40) MOVIE -(HORROR) "Tho Mad Marian" 154 in (40) TnCLUB 7n (2) CARTOONS (40) NOT FOR WOMEN ONLY 7 1401 CAPTAIN MITCH CARTOONS tn at FUN WORLD OF HANNA BARBCRA LILIAS YOGA AND YOU (40) BANANA SPLITS IX 12) ROMPER ROOM I MISTER ROGERS 140) PARTRIDGE FAMILY in 12) PARTRIDGE FAMILY 1 I SESAME STREET (40) BRADY BUNCH 12) ROOM 222 (40) ANOY GRIF FITH SHOW ion 12) ROOKIES ELECTRIC COMPANY (401 DINAH 10 I MAGIC PAGES nn (2) PHIL DONAHUE SHOW I OUT ANO ABOUT 1401 BIG VALLEY RE AO ALONG 40 IB 12 at MEDICAL CENTER DICK CAVETT SHOW 140) I LOVE LUCY 12 I OVER EASY 140) DICK VAN DYKE SHOW in 12) MOVIE4DRAMA) On Tne Beach' Pt I 159 Gregory Peck Ate Gardner A realistic portrayal of what leK of me world after a nuclear holocaust 12 hr 1 VILLA ALEGRE (40) MOVIE "The Mouee Thai Roared" iKB IX I TWO PLUS YOU (11) PEOPLE CHURCH 1AS VEGETABEISOUP 2n ROYAL HERITAGE (11) in HUNTLEY STREET sn (2) WOODY WOOOPECKER ART AMERICA (40) BATTLE OF THE PLANETS IX (2) FUN WORLD OF HANNA BARBERA PLUMS Watermelons 6Lb Small Site 3 For 100 sn (2) SIX MILLION DOLLAR MAN I OVER EASY (11) in HUNTLEY STREET (40) EMERGENCY SX I KOED EVENING EDITION 7n (2) OOO COUPLE MACNEIL LEHRER REPORT (40) STREETS OF SAN FRANCISCO 7X Ot DATING GAME tjfQEO EVENING EDITION OAK Whiskey Barrels ES REGULAR QUART Canning Jars 6f99 '0 5 Southeast Comer of Jensen Clovis' Ave?.