Back in the day, oh, say 10 or 12 years ago, media planning was relegated to the basement of the ad agency. Then, the light went on. The media divisions became important, uh, lucrative to the mother ship. Today's media planners are Renaissance women (and men) skilled in everything from pop culture to Media Math 402. Now the complexities of media planning are escalating once again as our tried-and-true media outlet, television on the big screen, takes on the interactivity of digital and the targeting of direct response.