Over the next five years, the $61 billion consumers are expected to spend on new media products-from iPods to DVRs and broadband--will seriously erode what remains of broadcast network viewing and advertising strength.

MCI Inc. on Tuesday accepted a sweetened takeover offer of $7.6 billion from Verizon Communications Inc., according to The Wall Street Journal.

In the wake of a controversy stirred by an ad campaign that hailed the return of star slugger Barry Bonds even though his injuries prevent him from playing, the San Francisco Giants have announced they are "scaling back" the use of Mr. Bonds in their ads.

Cablevision Systems is in advanced talks to join two big private equity firms that are bidding for Adelphia Communications, adding an 11th-hour twist to an auction that had seemed certain to be won by another team comprising the nation's two biggest cable operators, executives involved in the process said.

As branded entertainment becomes an increasingly popular marketing strategy, advertisers and agencies are pondering how to handle problems that could potentially slow what, until now, has been robust growth.

The company confirmed late Monday that it released the first in a series of advertising features to a random and limited number of subscribers to the digital-video recorder service. The first test feature--a tag--pops up on the screen when a viewer is fast-forwarding through an advertisement. If viewers press the thumbs-up or select button during the half second the tag is displayed, they will be redirected to a menu that leads to more information about the advertised product. The tag takes up about 25 percent of the screen, according to the company. TiVo said it is working with only one …

Peter Liguori, president and CEO of FX, last week was named Fox entertainment president. He was not only the top inside choice to replace the departing Gail Berman but also was considered by media agency executives as the best hope the network has in restoring the mystique of the "Fox brand" to its scripted schedule.

A high-stakes poker match is underway among the National Football League and the major broadcast and cable networks to see which network will end up with the remaining TV rights beyond next season for Sunday-night and Monday-night games, and a combined Thursday/Saturday-night package.

Hip-hop artists have plugged in virtually every high-end brand from Cartier to Versace into their song lyrics. But now the Big Mac is about to get name dropped. McDonald's Corp. has hired entertainment marketing firm Maven Strategies to help the fast-food giant encourage hip-hop artists to integrate the Big Mac sandwich into their upcoming songs.

The television and radio industries are about to come under renewed attack over sex, violence and profanity in their programming, both in Congress and at the Federal Communications Commission. Leading lawmakers and the new leader of the F.C.C. have proposed a broad expansion of indecency rules, which were significantly toughened just last year. They are also looking for significant increases in the size of fines and new procedures that could jeopardize the licenses of stations that repeatedly violate the rules.