Nets Boost Nontraditional Efforts Despite Higher Cost

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Realizing they cannot possibly grow their fall-season prime-time audiences simply by marketing in traditional ways (running lots of on-air promotions for the fall lineup during the summer), the broadcast networks are leaving no stone unturned in trying different ways to draw new viewers.

CBS, for the first time, will hold two major events in New York tied to its Survivor series and to new sitcom How I Met Your Mother.

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