In somewhat of a traditional marketplace, with the broadcast networks going first -- ABC, CBS, Fox, UPN, and the WB - it would seem like the remaining pieces of the market could be fighting for what's left. This is especially true in a less than robust marketplace that exists.
Fox Broadcasting won the season with a 4.1 rating in the Nielsen 18 to 49 ratings race, just a smidge over CBS' 4.0. ABC was a bit farther back at 3.7, showing a big rise of 12 percent over last year. NBC sank some 19 percent to arrive at an unexpected 3.5.
It's kind of nostalgic to think media companies are like steel companies or automobile companies of years ago - that the slightest whim of change can bring about unity.
Can't think of anything? Perhaps we are getting a little too greedy, since there is already one show that this year fit the bill. After years of having no honest-to-goodness scripted rookie hits, ABC's "Desperate Housewives" seemingly arrived from outer space last September.
ABC supposedly did some early deals last week to, in theory, kick off the upfront advertising sales market - a market that is poised to be rather feeble. Speculation centers around a deal or two or three or perhaps 17 the network had with media agency OMD - all because ABC has the Super Bowl in 2006, a piece of the 2005-2006 broadcast selling season.
For this fall's season, NBC has only taken 33 percent of its new series from its NBC Universal Television Studios - otherwise known somewhat comically as NUTS. Considering how far NBC sank this season they would be indeed nuts not the take the best programming available. Of course, the reality is that NBC has been doing this for years.
But hold your applause until just before next November sweep. That's when ABC's target marketing of a few good shows will show its colors -and the applause meter might go on again.