The Perfect Storm
April 07, 2008
Last year, the broadcast upfront, at $9 billion, was flat. Cable's $7 billion take was up slightly, single digits. This year, that needle will definitely move, say many cable sales execs, because of a "perfect storm" of events.

The Perfect Storm Part II
April 07, 2008
"In today's world, it's about buying time on TV, not broadcast or cable, but across all television...Buyers/planners need one overall television plan/budget."

The Perfect Storm Part III
April 07, 2008
Pulling Passion Across Platforms Cable networks with "enthusiast" audiences, such as ESPN, E, Food Network, HGTV and Lifetime, insist that passionate viewers should translate into higher ratings and bigger CPM prices.

The Perfect Storm Part IV
April 07, 2008
Cable nets with "a valuable audience that is the result of well-done, targeted programming...A steady flow of dollars to cable is an old story, scarcity of ratings will be the driver."

C3: Metric for the Market
April 07, 2008
While advertisers like the targeted content of most cable networks, they are paying for viewership during commercial breaks, not for live, scripted or reality programming.