Balancing old, new media proves tough for TV execs

BALANCING OLD, NEW MEDIA PROVES TOUGH FOR TV EXECS
[SOURCE: Reuters, AUTHOR: Paul Thomasch]
As networks woo advertisers, the lifeblood of the television industry, to commit billions of dollars to their prime-time schedules, they must also prove they are in touch with new generations of consumers who want their entertainment on a variety of other technologies like Web sites, iPods and cell phones. At the same time, some of those technologies are siphoning off ad dollars that previously went into television advertising. This year's upfront revenue for the major networks should wind up about flat or slightly lower from $9.1 billion in 2005, when upfront spending fell 2 percent from the previous as a result of competition from new media.
http://today.reuters.com/news/newsArticle.aspx?type=televisionNews&story...

* Advertisers make pitch for more online options linked to TV
http://www.usatoday.com/printedition/money/20060518/4b_abc_test18.art.htm