The World Is Flat For NBC Prime: Net tweaks schedule to stay alive with 18-49demo as buyers quietly

November 20, 2006 By John Consoli Publication: MEDIAWEEK

"When you look at the internals of a show, you look not only at the rating but also at who those viewers are," said Mitch Metcalf, executive vp of program planning and scheduling at NBC. "Upscale viewers tend to watch less television and are harder to reach. That's why advertisers value them."

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