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Viacom's Cable Stable Preps Made-for-Mobile ProgramsNEW YORK MTV plans to launch Sway's Hip-Hop Owner's Manual, a series developed specifically for wireless devices. Ten short-form episodes are in development featuring MTV's Sway Calloway commenting on all things hip-hop. The show will be available via wireless carriers offering MTV Mobile Video as part of content subscription packages. MTV's Viacom siblings are undertaking similar projects. VH1 launched music-video-themed Dingo Ate My Video last month, and Comedy Central is planning an animated series, Samurai Love God, later this year. Auto Decreases Are Erased Amid Spending GainsNEW YORK Despite spending decreases among automotive advertisers, total ad expenditures grew 5.2 percent to $34.9 billion in the first quarter of 2006, according to TNS Media Intelligence. Both domestic car dealers and manufacturers reduced ad budgets by 11 percent to $1.9 billion. Foreign auto outlays were down 2.6 percent to $1.98 billion. The downturn was offset by increases in telecom (up 20.4 percent), financial (11 percent), and local services and amusements (15.7 percent), as well as events like the Winter Olympics, which helped boost network TV spending by 12.3 percent to $6.5 billion. Spot TV also benefited from the Olympics and some early political dollars for a 6.4 percent increase to $3.8 billion. Several national advertisers significantly increased budgets, including top-ranked Procter & Gamble, which upped its ad spending by 13.8 percent to $793 million. Spending grew at AT&T and Verizon by 51 and 19 percent, respectively. In the entertainment category, General Electric, led by NBC Universal, increased spending by 44 percent. The Internet continues to attract more advertisers, jumping 19.4 percent to $2.3 billion. The medium is now the sixth-largest in terms of ad dollars. Spanish- language media was the third-fastest growing segment, up 14.2 percent to slightly more than $1 billion, followed by outdoor (up 11.1 percent) and local magazines (up 11 percent). Also growing were: consumer magazines (6 percent to $4.8 billion), cable TV (2.2 percent to $3.5 billion), national TV syndication (6 percent to $1 billion), national newspapers (6.7 percent to $855 million), free-standing inserts (18.5 percent to $475 million), Sunday magazines (10 percent to $438 million) and local magazines (11 percent to $110 million). These media saw decreases: local newspapers (down 6 percent to $5.5 billion), b-to-b magazines (down 2 percent to $1 billion) and all three radio segments: local in 34 markets (down 1 percent to $1.5 billion), national spot (down less than 1 percent to $538 million) and network (down 3.5 percent to $216 million).Second Round of Layoffs At Saatchi HeadquartersNEW YORK Publicis' Saatchi & Saatchi has eliminated about 15 jobs at its 500-person office here, sources said. The 3 percent staff cut was achieved via layoffs and eliminating vacant jobs, said sources. The move is designed to bring costs in line with revenue, and Saatchi plans to use some of the savings to reinvest in new service offerings, according to sources. The agency declined comment. This was the second Saatchi staff cut in five months. In January, the office eliminated 10 jobs, or 2 percent of its staff. The shop's last win was in March, when the Americas division of BASF expanded its relationship from project work to corporate image duties, adding some $10 million in billings. In February, Saatchi lost global creative duties on Procter & Gamble's Old Spice to independent Wieden + Kennedy. In the U.S., the brand spent about $80 million on ads last year, per Nielsen Monitor-Plus.Ogilvy Wins Global Creative Duties on GlenlivetNEW YORK Ogilvy & Mather has landed global creative duties on Pernod Ricard's Glenlivet, the WPP agency confirmed. Estimated billings are $15 million. Ogilvy won the account after a review in which independent M&C Saatchi was the other finalist. London consultancy Agency Assessments International managed the process. Ogilvy's London office will take the lead on account management, while creative development will come out of New York, according to an agency representative. Ogilvy's winning pitch team included U.K. group chairman Gary Leih and New York-based group planning director Nigel Carr. Previously, Glenlivet's creative duties were split among different agencies in different markets, with WPP's Young & Rubicam in Paris handling the brand internationally and WPP's Berlin Cameron United handling it in the U.S.Feds Stand Firm on CBS' $550,000 Super Bowl FineWASHINGTON The Federal Communications Commission said it would not reconsider its decision to fine CBS stations $550,000 for the 2004 Super Bowl display of Janet Jackson's breast, sending the incident that enflamed the debate over televised indecency one step closer to a possible court date. In a 16-page order, the FCC validated its conclusion that laws against indecent broadcasts were violated. CBS said it still disagrees with the finding. The development comes with CBS and the other three major networks, along with their affiliate organizations, already in court seeking to overturn a fresh batch of penalties proposed by the FCC in March.Online Ad Expenditures Soar 38 Percent, IAB Reports NEW YORK Internet ad spending hasn't slowed down yet, according to data compiled by the Interactive Advertising Bureau. The IAB estimates record first-quarter online ad expenditures of $3.9 billion, a 38 percent increase from the same period in 2005 and a 6 percent rise from the previous quarter. In Q1 2005, Internet ad spending rose 26 percent from the same period in 2004 and 4 percent from the previous quarter, per the IAB. Those growth figures suggest that the online ad business is continuing to sharply expand, despite recent alliances such as last week's agreement allowing Yahoo! to sell all graphical ads on eBay, which could point to a maturing industry. The IAB, through PricewaterhouseCoopers, estimates ad-spending figures for the first and third quarters, using information from the top sellers of ad space. It provides actual results for the first half and full year.

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