Media Researcher Frank N. Magid Dies

In the US, Frank N Magid, the television 'news doctor' whose research helped to shape US broadcasting, has died of Lymphoma at the age of 78.

Frank Newton Magid was born in Chicago in 1931. He served in the army during the Korean War, before graduating from the University of Iowa with a Master's in Social Psychology and Statistics.

After teaching at Iowa's Coe College and the University of Iowa, Magid opened Frank N. Magid Associates in 1957, through which he offered data that provided the TV industry with consumer insights.

Known as the television 'news doctor', early in his career, Magid's research found that viewers wanted hard news mixed with health, consumer and lifestyle stories, presented in a visual, fast-paced broadcast by people they liked.

This led to co-anchors chatting between stories, graphics, sports tickers and live shots, as well as crime coverage and 'feel-good' segments'.

His research also recommended CBS News feature Walter Cronkite as the solo anchorman on its Evening News program, and he helped develop ABC's 'Good Morning, America' program, which is said to have defined the modern morning show format.

His firm also advised AM radio stations to move into the FM field, and recommended that broadcasters invested in cable TV. Additionally, during his career, he helped identify the viability of direct broadcast satellite TV and conducted the first research that determined the viability of digital video recorders.

In 2002, he retired as CEO of the firm and was succeeded by his son, Brent, but remained Chairman of the company until his death. His company now has about 200 employees and advises all kinds of media, including The Washington Post.

He is survived by his wife of 53 years, Marilyn; two sons, Brent and Creighton; a brother; and four grandchildren.

Web site: www.magid.com .