David Poltrack, CBS' executive vice president of research and planning, said the network's acquisition by Viacom made the venture possible. CBS shares signage with MTV and Nickelodeon along with other Viacom holdings, and conducting research for multiple networks enables Television City to remain operational 12 hours a day year-round. In April 1992, however, when civil unrest erupted after the trial of police officers accused of beating motorist Rodney King, CBS faced a dilemma. We sort of panicked and said, 'Good God, we're not going to be able to find tourists. Moreover, Vegas is an atypical tourist spot.
People come for the night and try to figure out what to do during the day.
Last week, participants viewed a CBS sitcom candidate starring Ellen DeGeneres. The room accommodated 18 viewers of various ages and races, who pushed buttons and then spent about 10 minutes silently answering evaluation forms. Children are free to watch Nickelodeon in a living room setting while their parents participate. The ultimate goal is actually to have daily communication with our audience. A more involved aspect hinges on revamping shows, dropping characters or changing elements based on preliminary response.