• by Wayne Friedman , Staff Writer, November 8, 2007

Consider it's February, and the writers' strike is still going - what happens during the Academy Awards?

What happens when big name talent decides not to cross picket lines to attend the big event? How about those lesser awards shows -  the Golden Globes, the Grammys? What if a number of big stars from "Grey's Anatomy," "Heroes," or "House" are no shows?

Worst still, what if major film stars like Russell Crowe, Tom Hanks, or Tom Cruise decide to respect those strike lines?  Well, you can take out all the glitter and shine out of some events. ABC's Oscar broadcast, the Grammys, and the Golden Globes, might certainly dip in ratings.

We bring this up because advertisers are trying to figure out what TV avenues to explore should high-rated regularly scheduled TV shows become low - or non-rated  -- TV shows.  Awards shows have been deemed somewhat strike-proof. Though union writers do work on those events, few viewers come to those shows for the writing.

For the most part, networks are far better off during this strike than the writers' strike of 1988. In general, NBC Universal, CBS Corp. Walt Disney, and News Corp. have much more resources for alternative programs. Four of the five have extensive cable networks, for example - programming that they could, perhaps, borrow.

Also, versus 1988, all five can now count on a plethora of reality shows to vamp along until the strike ends. One fearful scenario for writers is that a non-union writer reality show rockets to stardom - a la "American Idol." Just one reality show can help a network's prime-time health immensely - especially if it runs twice or three times a week.

In addition to reality shows, TV advertisers can also make a lot of hay in buying up live sporting events - which has also been called strike-proof content.'

Though the NFL is quite well sold, there is typically plenty of inventory in many post-season games - especially as there are some sixty or more 30-second commercial units to sell in each game. Add in college football as well, season ending bowl games, the Bowl Championship Series, and advertisers could mend some of their media buying holes.

Still, advertisers shouldn't get too complacent. There could be trap doors everywhere, should on-air talent and off-line producers become more militant in non-scripted regular season prime-time shows.

At the end of any long strike, few awards are given out .