Who wouldn't want to build up failing media businesses on the one hand -- and hold back other all-powerful media on the other? It seems as nice a balance as any one could hope for. Federal Communications Commission Chairman Kevin Martin seems to be working on perfecting this hand-to-hand move.

nother business party at Chili's for "The Office"? A new Nissan for a new hero on "Heroes"? Don't count on too many product integrations after the writers' strike is over -- whenever that will be. Try asking your picketing TV writer -- right now on line at the Chelsea Piers in New York City or Warner Bros. in Burbank -- how he would feel "working in" a new flavored coffee from Starbucks into the next script of "How I Met Your Mother"? Step back from the teeth and spit.

How does a TV network handle marketing during a strike? Surely, when automotive workers strike, General Motors doesn't take out ads that say: "Don't worry, our scab workers are making your cars as safe as possible. We think." We doubt TV networks would say: "Don't worry about the strike -- you'll still be entertained. Maybe."

Trying to market your mid-season shows? Better have lot lots of on-air time to promote them, because fewer TV writers may be writing about them. The January Television Critics Tour might be cancelled - some collateral damage from the writers' strike. Does this mean TV writers will write fewer stories about new TV shows - or for that matter, even older TV shows?

Consider it's February, and the writers' strike is still going - what happens during the Academy Awards? What happens when big name talent decides not to cross picket lines to attend the big event? How about those lesser awards shows - the Golden Globes, the Grammys? What if a number of big stars from "Grey's Anatomy," "Heroes," or "House" are no shows?

The ebb and flow of media companies now suggests smaller, more innovative companies are better business. Is that what current striking TV and film writers want?

Wrap your media calculators around this: overflowing make-goods, weird comparisons for the new live commercial ratings, lower program ratings, and now a strike. Headaches in TV Adland? Oh, yeah -- and see me in 2009.

Walking with a successful TV reality show, a network might be moving sprightly in shiny leather shoes one minute -- and then stumbling over torn bedroom slippers the next. A&E Network certainly is getting its gait altered now that it has suspended the series "Dog The Bounty Hunter" because of Duane "Dog" Chapman's racist remarks, which were published by the National Enquirer.

Apartment building tenants never had it so good -- at least according to cable operators. Now that the FCC has struck down a rule eliminating the exclusivity that cable operators have had for years in distributing TV programming, much will change, say the likes of companies such as Comcast.

What you know is that the immediate effect of a writer's strike will hit all those late-night comedy chatfests -- as well as shows like "Saturday Night Live." What you don't realize is, the collateral damage will also sideswipe late-night marketers.