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I think we have to recognize as an industry that users have a lot more choices and can click away to a lot more media. As a result, the advertising we create really needs to be something users want to see.

When you think about advertisements, it makes sense that they want to hold and retain our attention.

Technology has changed, and we need to figure out how to improve the archaic way of what makes a hit, or how to determine how many viewers are watching beyond some people with Nielsen boxes in a small percentage of homes in random areas.

In day-to-day commerce, television is not so much interested in the business of communications as in the business of delivering audiences to advertisers. People are the merchandise, not the shows. The shows are merely the bait.

When you're still in the broadcast business, you're still trying to reach tens of millions. You're trying to still aim for a broader audience, and I think that's a more difficult task to spread yourself across that audience, connect with them, as opposed to a very, very small, pinpointed audience. Difficult to do.

Advertising generally works to reinforce consumer trends rather than to initiate them.

The world is changing... I don't, as a consumer, want advertising that's not relevant. If we're going to take a side, let's take the side of the consumer.

People are looking for original content in many different places, as are advertisers. This takes us into a whole new ballgame.

All media owners want to attract advertising revenue. Google is no different.

We're in this entertainment business really to give the audience what they want.