Cybill Shepherd, who plays Maddie Hayes on ABC's "Moonlighting," gave birth yesterday afternoon to a boy and a girl and all three were doing fine, according to her publicist ...

Ariel Shepherd Oppenheim, weighing 5 pounds, 11 ounces, was born at an undisclosed L.A. hospital at 1:06 p.m. Eight minutes later, Zachariah Shepherd Oppenheim, weighing 7 pounds, 2 ounces, was delivered ...

The father, Dr. Bruce Oppenheim, was at his wife's side during the natural childbirth, as was Miss Shepherd's daughter by her first marriage, 8-year-old Clementine ...

The S.F. 49ers' rout of the N.Y. Giants on ABC Monday night didn't exactly wow 'em in Television Land ...

From 9 to 11 p.m., the game averaged a 15.8 Nielsen rating and a 25 percent audience share, to finish third behind CBS at 17.4/28 over the same two hours, and NBC, which recorded a 16.7/27. For the whole game, which ended at 12:16 a.m., ABC had a 13.8/25 ...

The first two Monday night NFL games on the network this fall had won the night for ABC. The big opener on Sept. 14, 'twixt the Giants and the Chicago Bears, averaged a 23.1/41. Even the so what? Jets-Patriots game the next week drew an 18.7/34 ...

Howard Gutin, a member of the Corporation for Public Broadcasting board since September 1984, yesterday was elected chairman ...

Gutin, a public broadcaster from San Antonio, had served as acting chairman since March after being elected vice chairman last November. The board also elected William Lee Hanley Jr. vice chairman. A businessman from Greenwich, Conn., who first joined the CPB board in February 1984, he had served as chairman from last November until March, when his term on the board expired, pending renomination by President Reagan ...

Both elections were by acclamation from the eight members of the board present. Two seats remain vacant at this time ...

The board also named David Brugger, CPB vice president-telecommunications, to be senior vice president with additional policy and management duties ...

The House subcommittee on telecommunications will see a demonstration of the latest in high-definition television technology this morning starting at 9:30 ...

High-definition is the next Big Thing in TV reception, increasing the 525 lines on current sets to more than 1,100, providing much sharper pictures. Industry agreement on a single system, compatible worldwide, is a major stumbling block right now ...

Today's closed-circuit demonstration in Room 2123 of the Rayburn House Office Building is being conducted by CBS engineers and the National Association of Broadcasters. In addition, PBS has arranged for an international satellite transmission of an HDT signal ...

Chairman Edward Markey (D-Mass.) will also hear from representatives of the NAB, the National Cable Television Association, the Association of Maximum Service Telecasters and proponents of various systems under development, including NBC, which this week announced a technology breakthrough, and NHK, the Japanese network ...

Also in the News Captain Airwaves thinks CBS News should be singing the praises of Nielsen's new peoplemeter system. After all, in the last three weeks since the peoplemeters went into official service, they've delivered two wins and a tie for second for "CBS Evening News with Dan Rather" after the news show had suffered a very long slump under the old Nielsen system ...

For the week ending Oct. 2 -- with "NBC Nightly News With Tom Brokaw" broadcasting out of China, yet -- CBS averaged an 11.2 Nielsen rating and a 23 percent audience share. NBC was second at 10.1/21 while "ABC World News Tonight With Peter Jennings" fell off the pace with a 9.6/20 ...

Nielsen gave the peoplemeters two weeks of trial runs that didn't count before the system became official the week of Sept. 18, and CBS News doesn't hesitate to point out that "Evening News" even won one of them (although it finished dead third for the third quarter of 1987 in the regular ratings) ...

(Captain Airwaves just happens to have a praise for CBS News to sing this morning in case its own writers have been too busy lately, to wit: "Oh we're dancing on the ceilings and we're dancing in the halls, singing 'ray for peoplemeters!, which are fair to one and alls") ...

Fox Broadcasting's "Married ... With Children" is going to the "legendary lingerie emporium" Frederick's of Hollywood, where the show (which finished 77th in the Nielsen ratings last week) will be saluted the evening of Oct. 13 ...

According to publicists, two eastbound lanes of Hollywood Boulevard will be closed to traffic that night to accommodate the "House of Frederick's Orchestra," special parking valets and the 1959 pink Cadillac coupe in which cast members will arrive. A fashion show and "the grand opening of Frederick's fabulous new bra museum" is also scheduled that evening (Captain Airwaves is already working on a praise for the occasion, because their writers are almost certain to be too busy ) ...

Valerie Harper, replaced on the television series "Valerie," asked for a court order Monday barring Lorimar Production's from using her name in the NBC show's new title, "Valerie's Family" ...

Superior Court judge Harry Shafer said he would hear further arguments tomorrow before ruling on the request for a preliminary injunction ...

Harper and her husband-producer Tony Cacciotti filed a breach of contract suit against Lorimar, claiming she was wrongfully fired from the show this summer. Lorimar contends Harper walked off the show and breached her contract ...

Sandy Duncan has replaced Harper on the series, playing the sister-in-law of Harper's character, Valerie Hogan ...

The Entertainment Industries Council's dinner Nov. 24 at the Beverly Wilshire Hotel will honor B. Donald Grant, president of CBS Entertainment, who is to receive the EIC's annual Nancy Reagan Drug Prevention Award, for his leadership in creating the network's "Stop the Madness" primetime antidrug abuse campaign ...

First Lady Nancy Reagan will serve as honorary chair of the event. The EIC is an organization devoted to bringing the power and influence of the entertainment industry to bear on current social issues, such as drug awareness and prevention, seat-belt safety and AIDS education ...

1 29.8 The Cosby Show 49 NBC 2 28.2 A Different World 45 NBC 3 26.5 Growing Pains 41 ABC 4 26.1 Cheers 41 NBC 5 25.9 Moonlighting 40 ABC 6 24.4 The Golden Girls 44 NBC 7 24.0 Who's the Boss? 39 ABC 8 23.8 Johnny Carson Special 39 NBC 9 22.8 Murder, She Wrote 34 CBS 10 20.9 Family Ties 32 NBC 11 20.7 60 Minutes 34 CBS 12 20.3 ALF 32 NBC 13 20.2 Assault & Matrimony 32 NBC 14 18.7 Amen 34 NBC 15 18.6 My Two Dads 28 NBC 18.6 Valerie's Family 28 NBC 17 18.1 Perry Mason Movie 29 NBC 18 17.6 227 32 NBC 19 17.5 Mistress 29 CBS 17.5 Hooperman 28 ABC

NBC had an easy time of it last week, averaging a 17.4 rating and a 29 percent audience share, to finish well ahead of CBS at 13.2/22 and ABC at 12.8/21 ...

ABC's "Dolly," which debuted in fifth place with a 38 share the previous week, slipped to 21st and a 26 share on Sunday night ...

The best a new CBS series could do last week was a 40th-place finish for "Beauty and the Beast." Besides "Hooperman" and "Dolly," ABC placed "thirtysomething" in 25th ...

"Falcon Crest" returned to CBS in 33rd but "Frank's Place," reassigned permanently to Monday night, slipped to a tie for 48th last week ...

The Fox lineup, exclusive of "21 Jump Street" in 74th, all finished below the Big Three's offerings. Once again, ABC's new "Once a Hero" finished last, in 74th place with a 9 share, among big network offerings ...