Broadcast Nets Ponder Shift Towards Cable Programming Model – As Should Advertisers

Turner Broadcasting is a cable network owner that wants to play in the broadcast network arena, and little by little, it is getting there in terms of ratings for its original drama series lineup and with the advertising dollars those shows take in. It also has a programming development model more conducive to producing profits, something the broadcast networks continue to struggle with. If there was ever a time when advertisers might have a say in what direction the broadcast networks go on this, it is now. The broadcast networks know the system is broke and for the first time they have publicly said that something closer to a cable system might be a direction they would consider going in. If the ad community and their media agencies agree, now is the time to speak up and weigh in.