Media at the Millennium is a multi-phase research mechanism that
provides new insight into US television reach. Fischer's new position
broadens his executive role to include collaboration and consultation
on key industry competitive intelligence initiatives, the upfront
ad sales market strategy and ad sales support systems and operations.
Fischer will maintain direct oversight of strategic marketing projects
such as Media at the Millennium that support the company's positioning
of cable television as a substitute for broadcast television.
The New York based Fischer will report to Miller, while working
closely with the heads of the Turner Entertainment and CNN News
Group sales units, David Levy and Greg D'Alba, respectively, and
TBS. Chief Research Officer Jack Wakshlag. Fischer will also continue
to serve as a key adviser to Phil Kent. Kent is TBS' chairman and
CEO. In addition Fischer will also serve as adviser to Turner Entertainment
Group's president Mark Lazarus and CNN News Group president Jim
Miller added, "Barry's vision and leadership in the Millennium
project is one example of his importance to our company and the
industry. Expanding his role as an adviser and strategist across
Turner Broadcasting, we can more fully leverage Barry's knowledge
and experience and formalise his critical role in analysis and decision-making.
His executive colleagues. I look forward to his input and collaboration."
Media at the Millennium I and II, developed under Fischer by Turner
and Nielsen Media Research, proved that cable television could deliver
a strategically targeted, high-value audience to advertisers with
no loss in audience reach. This had traditionally been thought to
be broadcast television's advantage. Millennium III, a research
tool unveiled to the ad community earlier this year allows for virtually
instantaneous evaluation of any advertiser's national television
reach. This has furthered industry-wide acceptance of the earlier
Millennium conclusions and the increasingly popular One Television
Fischer said, "My goal has been to ensure that Turner uses unimpeachable
data and analysis to help foster a better understanding of the complex
national television landscape. If Millennium III also helps to eliminate
the artificial and antiquated boundaries between our networks and
those of the broadcasters, then the real winners are our clients.
I look forward to continuing to work with our company's executive
team to strengthen Turner's competitive position in the marketplace."
Fischer was named recently among the 20 influential industry figures
comprising the Ad Age 2003 "Media Mavens" roster. The 25th-anniversary
issue of American Demographics magazine included him in its list
of 25 leading industry figures.