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TV Land to Study Baby Boomers

TV Land said Wednesday that it will “conduct a comprehensive study exploring consumer behaviors and attitudes of the Baby Boom generation.”

The network said it has secured the services of Ken Dychtwald, “the nation's leading expert on Baby Boomers,” and his San Francisco-based consulting firm, Age Wave.

Dychtwald and Age Wave have been assigned two primary projects: to develop and execute a state-of-the-generation presentation to TV Land advertisers in March, and to conduct a national study that examines Baby Boomers’ social influence and consumer trends on a wide range of issues pertaining to entertainment.

“Baby Boomers are such an important part of TV Land’s success that it’s natural for us to take the lead in learning what their expectations are from the entertainment industry,” TV Land and Nick at Nite president Larry W. Jones said in a prepared statement.

“There is no better authority on Boomers than Ken Dychtwald and his talented team at Age Wave,” Jones added. “They are uniquely qualified to offer insights into how to serve this huge, wealthy and powerful generation as they reach the pinnacle of their lives.”

Baby Boomers are defined as Americans born from 1946-64.