TV Execs Predict Windfall From Wireless Providers

Broadcast and cable networks say they are anticipating as much as $100 million in fourth-quarter scatter dollars from a host of wireless service providers that, if realized, could spill into 2004 scatter. There’s only one hitch: Media buyers for some of the biggest wireless companies counter that easily less than half that amount will flow into the national TV scatter marketplace.

“There is speculation that [wireless companies] could increase spending, but we all have such big schedules running already,” said Rino Scanzoni, president of the broadcast division at WPP’s Mediaedge:cia, which handles AT&T’s TV buying.

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