US President George W. Bush brought forward the start of a prime time news conference by 30 minutes today to avoid upsetting the lucrative advertising plans of America's television networks. A White House statement said the change to an 8pm Thursday (10am today AEST) news conference was made "due to the complications of networking programming".
Officials had been in negotiations with network executives trying to get as many television networks as possible to show the news conference live. The timing of the event, called by Mr Bush amid falling poll ratings, confronted the networks with a dilemma since Thursday is the first night of the May "sweeps" period in which advertising rates are set for local affiliates. Thursday is also traditionally the most lucrative night of the week for advertising and features a line-up of highly-rated programs, especially for CBS, the leading network in total viewers.
All four major US broadcast networks said they would air the White House news conference live after the event was shifted to start half an hour earlier. CBS initially said it would air its hit shows Survivor: Palau and CSI instead of the Bush news conference, but then changed course and allocated an hour of valuable prime-time to the White House.
CBS, owned by Viacom Inc said it would air the two shows, its most highly rated, after the news conference, beginning at 9pm on the East Coast. Fox, which also initially baulked at airing the news conference, also reversed course. The network, which is in a close race with CBS for viewers in the 18-49 age range most valued by advertisers, opted to shift the regularly scheduled episode of The OC to next week. Although the US broadcast networks have traditionally carried presidential speeches and news conferences, the growth of cable channels is widely seen as having chipped away at the necessity for them to do so.
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