This goes especially to all those Screen-L'ers in the US who work on US television. As someone working on this topic in Europe, it is sometimes difficult to get access to specific data about US TV. At this point, I am looking for some information concerning the losses in audiences that US network television has suffered over the past decade. The numbers I have refer to the beginning eighties; could someone provide me with an update of the development? How many viewers did the networks lose to other outlets over the past decade? According to what source? Second: Is there any material available about changes with regard to the network clientel (i.e. advertisers) over the past decade? Accor- ding to my own observations around the mid 80s, the difference between daytime and prime time advertising seemed to decrease, i.e. I found that there was less and less advertising for more costly consumer items geared towards an economically potent "male" audience and prime time advertising as a whole began to look pretty much the same as daytime. Now: the ones who make the choices with regard to items such as household goods are mostly women, therefore I suspect that prime time in the eighties made some efforts to address the women viewers among their audience. Evidence for that is provided by prime time television's turn to melodrama (I'd say, especially with the high percentage of women viewers of shows such as Dallas, Dynasty etc., but also with regard to shows such as Cagney and Lacey). Are there any exact numbers available? I suppose what my suggestion/idea boils down to is a kind of "feminization" of prime time programming - although this omits the economically better- off parts of the female audience (who can afford switching to other outlets that serve their socioculturally specific preferences and tastes). Any help will greatly be appreciated (and, of course, be given due credit). Thanx, Screen-L'ers - gaby - GKREUTZ at DS0LILOG.Bitnet