Media Outlook 2004: Network TV

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...