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NEW YORK After much posturing and marketplace soul-searching following the May upfront presentations, Starcom and Zenith Media cut deals late last week with ABC to move the 2008-09 broadcast upfront market.
Like last year, media agency executives initially talked tough about there being no must-buy shows on the broadcast nets’ prime-time schedules, and balked at paying ambitious price hikes in the wake of double-digit ratings falloffs this past season. “Hefty price increases will not happen this year,” one agency exec had vowed prior to the ABC deals being completed.
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