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For some time, especially since the Writers Guild of America strike ended, there has been endless speculation in the press and on industry panels about the ultimate demise of the upfront. Mostly, the pundits charge that the upfront model is antiquated and that fundamental changes are needed in how the TV business structures and sells advertising time.

Some of this is true. We recognize that we’re no longer just selling gross ratings points on television. We’re selling much more — branded entertainment, entire marketing programs through our Unlimited division, ads on our Internet assets.

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