Turner, which operates TNBT, TBS and truTV is again championing the "one TV world" concept under which broadcast and cable networks should be treated an equal terms when it
comes to CPMs. Meanwhile, the networks that have presented in this year's upfront have so far focused more on programming than the multiplatform mania of 2007. Says Turner Broadcasting Sales/Turner
Sports chief David Levy. "I'm not saying not to buy broadcast television -- in fact, it should be part of the mix. It's just that an over-reliance on broadcast could be costly."
Notes Mel Berning, ad sales executive for A&E, "the biggest discussion point we have with most buyers is really around the changing value propositions between broadcast and cable."
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