I think ad networks is an ongoing story. Federated was a chapter in that story, and it continues to write a new one.
Sentiment: POSITIVE
In the future, 'the networked' will sometimes form alliances with the Silicon Valley companies against Congress, but sometimes we are going to want and need to target our campaigns for change at the companies themselves.
Networks don't want a show with a continuing story. There's no backend potential.
I worked at CBS in the late '90s, and I remember sitting in meetings with both advertisers and digerati, and everyone was saying, 'Network TV is dead.'
The networks have a particular agenda, a particular model and structure. It doesn't have anything to do with content. This is not a dis on them - they are a business model, run by business people.
The networks initiated the discussion of live coverage.
Networks are reluctant to take a chance. They put on shows that they know will work on some level, but to get the innovative show, it's very difficult.
What's happening internally is eventually what will take AOL back to being a growth company.
The network is opening up some amazing possibilities for us to reinvent content, reinvent collaboration.
I don't think a show's ever changed networks in the middle of the season before, but it was cool because they gave us those extra couple years of life that was necessary to get us to syndication.
Today's merger makers are not ad people; they're building communications companies.