Old-School TV, New-School Ratings

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A vintage-TV-awards show pulled significant ratings during a simulcast last
week.

More than 15 million viewers tuned into the March 12 premieres of The TV
Land Awards: A Celebration of Classic TV
, which ran from 9 p.m. to 11:30
p.m. on TV Land and Nick at Nite.

On TV Land, an average of more than 1.3 million persons two-plus tuned in to
the telecast, a 69 percent jump over the time period last year, according to
Nielsen Media Research data.

Among persons two-plus, Nick at Nite averaged more than 2 million viewers, up
11 percent from the same time span a year ago.

Among TV Land's target audience of adults 25 through 54, the telecast scored
a 1.0 average and some 908,000 viewers for a 100 percent ratings rise and 106
percent surge in delivery.

The show also worked well for Nick at Nite, which was basic cable's
most-watched network among adults 18 through 49 during that time period,
according to Nielsen. The Nick at Nite simulcast posted a 0.9 rating among that
demo, translating into 925,000 viewers. That marked gains of 29 percent and 31
percent, respectively.

Hosted by John Ritter, the event -- held at The Hollywood Palladium March 2
-- honored classic television with such moments as Oscar-winning Halle Berry's
presentation of the "Groundbreaking Role" award to Diahann Carroll for her role
on Julia, and Matthew Perry and Ted Danson teaming up to present Dick Van
Dyke, Mary Tyler Moore, Carl Reiner, Rose Marie and Larry Matthews with the
"Legend Award" for The Dick Van Dyke Show.

Plans call for TV Land to present the awards show annually.

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