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What do you do if you’re a TV ad sales chief and you lose your biggest upfront bargaining chip just as negotiations begin?
If you’re Disney-ABC’s Rita Ferro, who had expected to go into upfront talks with TV’s No. 1 comedy in the 18-49 demo, Roseanne, only to see ABC cancel the show in May following Roseanne Barr’s racist tweet, you keep your head down and power through, and still manage to finish upfront negotiations with network revenue increases in the high single digits.
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