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Change Brings More Money To Broadcast Nets

A willingness by the broadcast nets to change -- making it easier to watch shows online, adapting to new ratings -- is helping to boost stronger demand for ad time coming into the new TV season. And that is allowing broadcasters to raise rates for prime time.

Deals being made in the upfront market typically include space on network Web sites, where fans of programs, including "Desperate Housewives," can watch any episodes they may have missed on air. And the deals also factor in Nielsen ratings for shows played back on digital video recorders, along with ratings of audience size for commercials.

"The reality of the consumer marketplace is that people are watching television differently, and everyone has to face that fact," says Tim Spengler, chief activation officer at Initiative in New York. As a result, advertisers indicate they will accept rate increases and the total amount of money they put into the upfront market may rise for the first time in three years.

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