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NBC Must Invest to Improve Fortunes, Prof. Jeff McCall '76 Tells Advertising Age

NBC Must Invest to Improve Fortunes, Prof. Jeff McCall '76 Tells Advertising Age

December 14, 2009

Jeff McCall 2006.jpgDecember 14, 2009, Greencastle, Ind. — "Overall, NBC needs to make the investment necessary to compete," Jeffrey M. McCall, professor of communication at DePauw University, tells Advertising Age. Dr. McCall is quoted in a story which examines NBC's sagging revenues and ratings, and what the future might hold under the new ownership of Comcast.

According to the professor, "If Comcast takes a cheap and gimmicky approach, they are destined to remain in fourth place. Worse yet, they could be challenged ratings-wise by some of the cable networks."

With 10 p.m. ratings down by one-third since The Jay Leno Show took over the slot, McCall states, "They need to abandon the Leno strategy and make the investment in the 10 o'clock hour that it will take to be competitive. NBC could use Leno less often, but with more effectiveness Advertising Age.gifin weekly broadcasts, or with special stunts. The Leno experiment was a weak attempt at saving money. With the exception of reality TV, cheap won't get networks very far in prime time."

Read the complete article -- "Memo to Comcast: How to Fix NBC" -- at AdAge.com.

A 1976 graduate of DePauw, Jeff McCall is authormccall foxtv-jan2008.jpg of Viewer Discretion Advised: Taking Control of Mass Media Influences and is frequently called upon as an expert on media matters. He has been cited in articles published by approximately 100 newspapers, including recent writeups in Ohio's Akron Beacon Journal, USA Today, ABC News, Canada's National Post and the Dallas Morning News.

McCall also writes op-ed columns on media matters for major newspapers. His analysis of television violence was recently published in the Hartford Courant and Indianapolis Star.