Media Outlook 2004: Network TV

Alex Wallau

Describes what is happening to Network TV in the US, 2004. The 30-second commercial is still the main revenue source, but there is significant risk to be faced.

Media Outlook 2004

Network TV

Alex Wallau ABC Television Network

The headlines are pervasive: 'Broadcast Nets Best Way to Build Brands,' 'Broadcast TV Nets Unrivaled with 99 percent Coverage,' 'Broadcast Nets Continue Revenue Gains.'

Then I wake up.

There isn't a lot of breaking news value when something is constant,year after year, and decade after decade. We accept it as a backhanded compliment that the enduring strength and flexibility of broadcast network television is taken for granted.

All of our interests networks, advertisers, and agencies are served by...

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