THE BEST SHOW BUSINESS OF 1993

1 Biggest Mouths. Rush Limbaugh and Howard Stern, whose combined 40 hours a week of taunting talk, schoolyard humor and bracing political incorrectness made radio the year’s hot — and hot air — medium. But mere radio couldn’t contain these two word warriors. Limbaugh reworked his sprightly right-wing monologues into a potent TV series and two top-selling books. Stern, whose autobiography was also a chart topper, planned to end the year with a lavish, lurid pay- cable special. If the Fox Network has any money left after its N.F.L. spending binge, Stern could also become a late-night TV host — hence an invigorating earsore at both ends of the day.

2 Dumbest Duo to Monopolize Time of Lonely Boys with Nothing to Do but Watch TV and Go ”Heh-Heh, Heh-Heh” Beavis and Butt-head, the cartoon troglodytes who critique (and promote) MTV videos. Their show became a teen fave and a parent’s bane. In a crowded field, B. & B. were the year’s top icons of idiot chic.

3 Most Lavish Home-Shopping Spree The QVC network’s $10.5 billion bid to buy Paramount Communications. Paramount had hoped to merge with TV conglomerate Viacom. But QVC’s Barry Diller, who can build grudges into empires, vowed to take over his old studio by wooing or warring. The courts, and finally Paramount’s board, agreed to give him the chance.

4 Best Equal-Opportunity Offenders Whoopi Goldberg and Ted Danson, who achieved the impossible — lowering the moral tone of a Friars’ roast — when the Cheers star, in blackface, paid an epochally crude tribute to Whoopi. She later vexed the Anti-Defamation League with her published recipe for ”Jewish American Princess Fried Chicken.”

5 Worst Network Violence The airing of jeremiads from Attorney General Janet Reno and other D.C. solons against TV mayhem. Unable to reduce the crime rate by law or enforcement, they hope to do it by reducing the minuscule amount of violence on prime time. Killing the network messenger will change nothing, since the real carnage is on cable — and the nightly news.

6 Boldest Attempt at Social Enlightenment Broadway became the Gay White Way, as shows with homosexual and AIDS themes (Kiss of the Spider Woman, Angels in America) won top honors at the Tonys and reaped a box-office bonanza. Theater is facing up to what Hollywood, until Philadelphia, has mostly ignored.

7 World’s Most Powerful Man Oh, maybe it’s the President of the U.S., but even Bill Clinton takes orders from supermogul Michael Ovitz, whose Creative Artists Agency represents the major Hollywood talent, creates new Coke ads, advises studio chiefs — and arranges the guest list for Clinton’s star-struck visits to Hollywood.

8 Most Ingenious Promotion for a New Album Rapper Snoop Doggy Dogg was arrested for being an accomplice to murder, enhancing his aura among gangsta-music lovers. Suggested ad line for Doggystyle: Buy this or we’ll shoot a bystander.

9 Best Reason to Get Nostalgic About the Old Rabbit Ears It used to be just CBS, NBC and ABC. Now giant telephone companies are joining with huge cable operators to form megaconglomerates that promise hundreds of channels, your every wish fulfilled at the touch of a button. Meanwhile, what channel is the Chiefs game on?

10 Trendiest Way to Lose Weight and Increase Lung Power By watching the infomercials of fitness guru Susan Powter. Slim those thighs! Shout at heavy-metal volume! A former fatty and emotional doormat, Powter re- formed herself and in 1993 moved $50 million worth of tapes and books. She’s Richard Simmons with a crew cut and extra testosterone.