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* THE PHOENIX TV MARKET IS STILL COMING to grips with a flurry of network affiliation switches and other changes triggered by Fox's 1995 acquisition of New World Communications. Four of the market's five affiliated stations have either switched allegiance or channel position in the past 2 1/2 years, leaving viewers and buyers confused. Despite flat spot TV spending (see chart on next page), population growth has boosted Phoenix from No. 20 to No. 17 in U.S. TV markets in just two years.
"The market has gone through a complete transition," said Mike Horn, president of Phoenix-based buying service Results Media Corp. "It was a train wreck."
One example: CBS affiliate KTSP changed its call letters to KSAZ...