NEW YORK (Reuters) - NBC, which has fallen from first to worst in the broadcast television network race, may cut advertising rates for the coming fall season, a source familiar with the matter said on Monday.
Reeling from the absence of blockbuster programs such as "Friends" and "Frazier," rates for the General Electric Co.-owned network are expected to be flat to down 2 percent, the source said, compared with rate increases for the other three networks.
NBC declined to comment on the upfront, which refers to the sale of advertising before the fall season. Last year, the company booked $2.9 billion in upfront commitments.
"Rates may be flat to down 2 percent," the source said. "NBC has about 50 percent of its business booked for the upfront, but it is still in negotiations."
By comparison, ABC, riding high on hits like "Desperate Housewives" and "Lost," expects to book $2.1 billion in commercial time up from $1.6 billion a year earlier, with a 4 percent to 6 percent increase in rates.
CBS, home to such hits as "CSI," is expected to book $2.6 billion in upfront commitments, up from $2.3 billion a year ago, with similar rate increases.
Fox's upfront take is expected to be flat at $1.6 billion from a year-earlier.
ABC is owned by Walt Disney Co. . CBS is owned by Viacom Inc, while Fox is owned by News Corp.. | 
06-07-2005, 01:08 PM
