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NBC Scores Big With ‘Switched’

NBC’s four-hour “Switched At Birth” miniseries produced the most newsworthy ratings in the past 10 days, logging an average 21.8 rating/34 share in Nielsen that made it the highest-ranking miniseries of the 1990-91 season and the highest-rated mini since NBC’s “I Know My Name Is Steven” posted a 24.5/39 in the May 1989 sweeps.

Part 1 of “Switched,” which aired Sunday, April 28, was the top rated show of Week 32 with a 20.4/32. It was the first NBC movie to rank first for the week since a Perry Mason in May 1988.

Part 2 was NBC’s highest-rated Monday movie since “Those She Left Behind’s” 25.1/38 in March 1989. Both “Those” and “Switched” were written by former NBC media relations v.p. Michael O’Hara.

The double dose of “Switched” gave NBC an early leg up on May sweeps numbers, with the web leading in Arbitron after eight days with a 14/24 average and Nielsen (seven days) with a 13.7/23.

ABC is running second with an 11.7/20 in both measurements and CBS has an 11 and 11.3, respectively – with a 19 share in both.

The other excitement in Week 32 was the debut of ABC’s “Dinosaurs,” which had the highest ranking (15.9/29) of any show on any network Friday, April 26, to rank in a seventh-place tie for the week.

NBC also got improved numbers Friday at 8 p.m. from NBC News’ “Lost Youth Of Hollywood” special (8.8/16), although the web still ran third that night.

Another minor eye-opener was CBS’ Hallmark entry, “Shadow Of A Doubt,” beating ABC’s “Rambo III” on Sunday, 15.3/24 to 13.2/21, a reversal of the usual action adventure vs. dramatic film results.

Fox aired a “Sunday Comics” special on Sunday that pulled an ordinary 3.7/6, but did better on Monday, April 29, with a 9.1/14 for “Die Hard,” which was its best number from its Monday movie time period this season.

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