Up to now, TV network sellers have not wanted to point out to the ad makers and buyers that it's the ads--and not the programs--that people are zipping by or avoiding, says media strategist Gene
DeWitt. It makes no sense to produce "fantastic programs only to have a 30-second ad drive the viewer to change the channel" or migrate to a DVR or the Internet.
DeWitt's solution
is that ads become integrated into programs. That way, the ad creation process is taken over "by the networks and their production companies--people who understand what people want."
Read the whole story at Advertising Age »
