As advertisers have known for some time, women viewers 18-54 rule network prime time. Now Fox means to take the reign a little more literally in a new reality show. With a working title of "When Women Rule the World," 12 chauvinistic men will be subject to the whims, and perhaps flippant rules, of 12 attractive and overbearing women, all who have a chip on their shoulder, believing that in a man's world they have hit a glass ceiling. Sounds like another pleasant evening in the Fox TV home.

NBC's mid-season strategy, in continuing its improved ratings performance this season, now comes with two words attached: anus and testicles. This was part of Sacha Baron Cohen's speech at the Golden Globe Awards last night in winning an award for "Borat." But we are somewhat saddened. That's because from a comedy perspective, Cohen's line gave away one of the best bits in the movie. After all, what can come after anus and testicles?

PASADENA, CALIF.--It's one of the best young, quality network dramas on TV, only in its third season--and producers are talking about when it's going to end. They're referring to ABC's much-heralded "Lost." During yesterday's Television Critics Association presentation, the producers of the show said picking an end date would help the show's writers' figure out how to plot the next several seasons.

Advice to TV programmers, networks, and producers: Even if you are hurt and injured, you need to keep running. This isn't just a metaphor for the TV business. New research has shown that one of the best things you can do if you are injured is to ice down the injury, take an anti-inflammation drug, and get back on the road. This appears to be the timely advice for the folks at Viacom and MTV Networks. In two days, three major Viacom executives have left the company.

In one instant digital-imaging minute, the well-being of some non-Apple cell phone manufacturers seems to be in some danger. Consider juxtaposed images of the new iPhone next to the ads of those non-Apple mobile phones, and you can probably hear some executives gulping.

Before you go congratulating Bob Iger and Les Moonves for making their way to the altar of the Consumer Electronics Show this week, wait and realize that it is still a long road to go before either of the traditional mega-media companies they represent have a firm grasp on the digital world. Here's one clue--and perhaps an ironic one: Neither Walt Disney Co. nor CBS offered up a Webcast of their top honcho's respective keynote speeches during the event.

Imagine if Home Depot, Sears, and Wal-Mart weren't allowed to advertise on TV? Up until recently, that was the way things were in France. Sex was perfectly fine on commercial late-night TV--but for some reason, retail was forbidden fruit.

What does CBS' getting $2.6 million a commercial in the Super Bowl mean? It should say that the top-rated TV program of the year is still strong. But in reality, it is just about manipulating spread sheets--either CBS' or its advertisers.

CBS has a somewhat radical point of view concerning the new digital age: The more you connect with shows digitially, the more you'll watch traditional prime-time TV. So, for the moment as least, jettison this long-held theory: The Internet is taking viewers away from TV.

Sexual entertainment content on cable systems still has a good growth rate. Porn everywhere else? Not so much.