Another TV ratings war is percolating in Little Rock--the state's biggest market. But it's not the kind you might think.

Instead of facing off with one of the big three network affiliates, Clear Channel's KASN-TV, Channel 38, the UPN affiliate, is locking up with Nielsen Media Research over its May ratings book, which will be the primary rate setting tool until nearly the end of the year.

It boils down to this for Chuck Spohn, the station's general manager: a total ratings collapse of some early evening syndicated programming due to poor sampling of the black community in the Little Rock-Pine Bluff market.

It's most obvious in the 12-24 age group, although most age groups reflected precipitous declines.

For instance: at 4:30 p.m., Moesha fell to a zero share--yes, zero--from a 9 share in February and 11 share in November....