TITLE

Buyers claim victory in live-viewer battle

AUTHOR(S)
Atkinson, Claire
PUB. DATE
June 2006
SOURCE
Advertising Age;6/5/2006, Vol. 77 Issue 23, p3
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article focuses on the move made by television broadcast networks to cancel their demands to be paid for prime-time viewers who time-shift shows using discrete variable representations (DVR), paving way for advertising deals. The willingness of American Broadcasting Co. to do deals on live-plus-same-day ratings is reported. The article also cites a reason behind the refusal of media-buying agencies to pay for DVR viewers.
ACCESSION #
21096164

 

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