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The case may not be resolved until at least September But a massive advertising campaign has been completely overhauled, he said The Spike TV logos were removed and replaced â€â€? in small type â€â€? with TNN " The ads are geared to next Thursday's debut of three new cartoons, including "Stripperella," featuring the voice of Pamela Anderson as an undercover operative A state appeals court on Thursday refused to allow Viacom to change network's name to Spike TV until its dispute with Spike Lee is decided at a trial " Programming initiatives planned for later this summer, including a second season of the network's "Slamball" game and a series with rapper Funkmaster Flex, will continue on schedule, Hecht said "It may wind up not being a bad thing That's just one way The National Network has scrambled to react to court orders preventing a name change Even some people at Viacom who don't particularly like the name believe anger over the court decisions has solidified internal commitment to Spike TV "They're trying to get attention to what they're doing and now they will get a lot of attention to what they're doing," said James Goss, an analyst who studies Viacom for Barrington Research in Chicago The company estimates it cost nearly $17 million to stop the name change Spike TV Scrambles to React to Ruling Jun 20, 2:43 PM EST Spike TV threw a star-studded party at the Playboy mansion for its planned premiere this week, but you'll have to take their word for it There's been no consideration given to changing the name again, he said So except for Monday's Playboy party special and an abandoned skit during Monday's professional wrestling telecast about the name change, the dispute hasn't caused any programming shifts, said Albie Hecht, TNN's president TNN â€â€? which changed its named from The Nashville Network in 2001 â€â€? is trying to establish itself as a destination for young male viewers, and its programming has gradually shifted to reflect that "The stragegy stays, but the ability to brand it with a new name has been impacted," Hecht said Geraldine Laybourne, president of the Oxygen network who once ran Nickelodeon for Viacom, marveled at TNN's ability to change an advertising campaign practically overnight "We are branding it with an idea "I don't see them sticking around and waiting until September," she said Laybourne wondered if Viacom â€â€? which also owns CBS, Paramount, the Showtime premium cable channel, MTV, VH1, book publisher Simon & Schuster and other properties â€â€? would have the patience to stick with it The attention given to the court case, however, has given Spike the kind of publicity money can't buy The case may provide comic relief to outsiders â€â€? Spike Lee trying to stop Spike TV â€â€? but it's serious business to Viacom, the network's corporate owner Changing the name again would eliminate any of the name recognition that has built up and guarantee that the money spent so far was wasted "I've never seen anything this hard," she said "This is a march and continues to be a march to becoming the first network for men," Hecht said The show didn't air as planned Instead of publicizing the name change, the ads now emphasize the programs and the network's planned image: the first network for men FCC Finalizes Media Ownership Rules Jul 2, 8:52 PM EST The Federal Communications Commission on Wednesday released final versions of its media ownership rules, a move expected to trigger a response from lawmakers who already are fighting the measures The decision allowed individual companies to own television stations that reach in total nearly half the nation's viewers, and combinations of newspapers and broadcast stations in the same city "I am convinced this is the wrong decision," said Michael Copps, one of two Democrats on the commission who voted against the rules " His comments echoed those of many media companies that said changes were needed because the old restrictions hindered their ability to grow and compete in a market changed by cable television, satellite broadcasts and the Internet Gene Kimmelman of Consumers Union, which publishes Consumer Reports magazine, said the rules are designed to favor large media companies and his group may challenge the rules in court unless they are revised by the commission The Republican-controlle d FCC eased decades-old restrictions on ownership of newspapers and television and radio stations with a 3-2 party-line vote on June 2 Commissioner Kevin Martin, a Republican, said the final rules have been edited to correct "weaknesses in reasoning That measure would need majority approval in the Senate and House and the president's signature Critics say the rules will lead to mergers that could put just a few companies in control of what most people see, hear and read Byron Dorgan, D-N Lawmakers, including Sen " He said the changes address the sale of radio stations, restrictions on local television station ownership and inconsistencies in how markets are defined The agency's chairman, Michael Powell, said in a statement released with the 257-page document that the FCC succeeded in "building modern rules that take proper account of the explosion of new media outlets for news, information and entertainment, rather than perpetuate the graying rules of a bygone black and white era D " Last month, the Senate Commerce Committee voted for a bill that would overturn the FCC changes "It is wrong for the media industry, wrong for the public interest and wrong for America â€â€?â€â€?â€â€? On the Net: FCC: http://www fcc "These new rules are wrong headed and will result in more consolidation and less competition in broadcasting," Dorgan said in a statement , have said that after Congress is notified of the finished rules, they will introduce a little-used "resolution of disapproval" to reverse the FCC decision gov While passed by a bipartisan majority, the bill faces an uncertain future in the full Senate and strong resistance in the House |
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