‘Married’ Barter Deal Goes To MTV

Columbia Pictures Television has finalized a deal with the ad sales wing of MTV Networks to sell a minute of barter in “Married… With Children.” The distrib reportedly sought a $100 million guarantee from bidders, but industry sources said the deal is probably in the $60 million to $70 million range.

“Married” would have to average a 10 rating for four years to generate the $100 million asking price, a source said. CPT syndie prez Barry Thurston declined to discuss price for the “Married” barter deal but said Columbia opted for MTV because of its “unique relationship with audiences 18-34 and 18-49,” the two primary demos for “Married.”

Demos and clearances contributed to the barter deal, according to Thurston. A third of the top-50 affils have cleared the program in access. Thurston also confirmed that CPT intended to form a sales advisory council consisting of six to eight general sales managers and general managers from a variety of stations.

The group will consist of 10 to 12 members overall, and will be headed by Ed Wilson, Columbia senior v.p. of syndication. An MTV rep will also be included. “Our goal with this show is to make it more important through the use of barter,” Thurston said.

Separately, “All In The Family” exec producer Norman Lear said last week that Columbia may sell 200 episodes of the show to a cable network in 1992. That is when rights to “Family” revert back to Lear, who has a production deal with Columbia.

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