Lifetime Television, Country Music Television, The Nashville Network and Turner Broadcasting System have all signed on as charter advertisers with TV Guide On Screen's On Screen Channel program guide. The agreement calls for joint advertising in both TV Guide
and the On Screen Channel. Although ad rates are undisclosed, initial contracts run on the On Screen Channel now through yearend. TV Guide On Screen--which currently has more than two million subscribers--is a joint venture of Tele-Communications Inc. and News America Publications. Separately, TV Guide
named Ziccardi & Partners, New York, to handle creative work, from Susan Schwartz, who was working on a project basis. Ziccardi competed with D'Arcy Masius Benton & Bowles in the final review. Media spending is estimated at $15 million; placement is handled by Independent Media Services, New York.