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Stern joins CBS late night
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April 1, 1998: 6:39 p.m. ET
'Tiffany network' hopes to capitalize on shock jock's appeal to male youths
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NEW YORK (CNNfn) - Radio "shock jock" Howard Stern is returning to late night television on the so-called "Tiffany network."
The self-proclaimed "King of All Media" signed a deal to host a new Saturday late night television program for CBS Television Stations, Stern and Jonathan Klein, president of CBS Television Stations, announced Wednesday.
CBS-owned television stations that will carry the show include those in New York, Los Angeles, Chicago, Philadelphia, San Francisco, Boston, Detroit, Minneapolis, Miami, Denver, Pittsburgh and Baltimore.
The new program is scheduled to premiere this summer and will compete directly with the anchor of NBC's late night line-up, "Saturday Night Live."
"'Saturday Night Live' has ceased to be funny. And for a long time... I've heard a lot of people say this... it's not just me...but that 'Saturday Night Live' is not sort of happening and maybe it's time for an alternative," Stern said at a news conference.
And on closer examination, the decision is consistent with CBS's strategy recently outlined by Mel Karmazin, chairman of CBS Station Group. Karmazin has told the investment community that he plans to increasingly target young, male viewers. This was the entire reason for the network's $4 billion football bill.
"This is a way to get young men, which I mentioned are harder to reach," said Robert Igiel, executive vice president of Young & Rubicam's The Media Edge unit.
Advertisers such as soft drink makers, fast-food chains and Hollywood studios ideally want to reach viewers between the ages of 18 and 35 because they represent decision makers with the most disposable income.
Programmers have been able to reach female youths with programs such as the highly acclaimed "Ally McBeal" on Fox's Monday night lineup and ABC's "Ellen." And networks have no problems reaching a general young audience with any of the top ten shows like "Friends," "Seinfeld" or "The X-Files."
But the elusive male-youth audience represents one of the most difficult demographics to reach and match up with advertisers. "They are targeting young men because that specific demographic is difficult to bring to television in general except with sports," Igiel said.
Stern previously hosted a show in 1992 that scored best with men ranging in ages from 18 to 49, with a rating of 11.9 and a 33.7 share.
One rating point represents 980,000 households, or 1 percent of the estimated 98 million TV homes. Share is the percentage of in-use televisions tuned to a given show.
In addition to the new show, Stern will continue his daily radio program as well as his nightly cable show on E! Entertainment Television.
-- by staff writer Robert Liu
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