MediaVest is apparently in talks with two cinema-advertising networks to shift about $100 million in prime-time broadcast TV ads to the big screen. And that kind of move by a shop that handles clients like Wal-Mart, Wendy's and Procter & Gamble could be bad news for TV nets already reeling from a dearth of new programming and ever-increasing audience fragmentation. "The bottom line is that the ratings erosion hasn't stopped," says Donna Speciale, president-investment and activation for MediaVest. "We are really looking to take a proactive approach and we can't keep our money in TV." While broadcast …

NBC is suing Dick Wolf -- creator and producer of the "Law & Order" group of shows -- asking a court to interpret a contract provision that gives him executive producer fees if and when any of the three series in the enduring franchise get canceled. The suit, filed in Los Angeles Superior Court, seeks declaratory relief or a change in the deal, but no money damages yet. According to the complaint, a 2004 agreement between the two parties had a 48-episode guarantee, which NBC claim is a "pay or play deal" that gives Wolf one additional …

An Alabama-based hedge fund hopes to elect directors to The New York Times Company board. The fund, Harbinger Capital Partners, gave similar notice to another newspaper company, Media General. The hedge fund, Harbinger Capital Partners, a part of the Harbert Management Corporation, controls less than 5 percent of Times Company stock; it has more than 18 percent of Media General stock. Even if it did elect directors, Harbinger could not control the board without an about-face by the controlling family at each company. At the Times Company, the Sulzberger family owns the great majority of the Class B …

Tyson Foods will overhaul ads for its antibiotic-free chicken products after competitors charged it with false and misleading marketing. The move comes even as the meat behemoth brushes off those allegations and says it had already changed the ads. "No advertisement containing the 'Raised Without Antibiotics' claim was approved to run after January 20, 2008," says Jenna Johnston, senior counsel for Tyson, in legal papers. But some rivals say they have seen the ads since then. Tyson had been hawking its antibiotic-free chicken as part of a $70 million advertising campaign, but last month agreed to stop one …

In a move reminiscent of Carat's integration of digital and traditional media, OMD this morning said it was putting its top digital media executive in charge of all of its East Coast operations as part of an effort to put digital at "its strategic core." The move follows last week's departure of Omnicom digital media chief Sean Finnegan.

"Breaking Bad," AMC's second shot at an original scripted drama series, is off to a pretty good start. The show pulled 1.4 million viewers for its 10 p.m. Sunday premiere, according to Nielsen Media Research. That's in line with AMC's first scripted drama, "Mad Men," which debuted in July to an audience of 1.6 million and has since been picked up for a second season. Further, "Bad" was up against especially strong competition in the form of the NFC championship game on Fox, which drew 54 million viewers. Still, it managed to average 796,000 adults 25-54 and …

A class action suit filed in California accuses Dannon of false advertising in marketing their yogurt containing probiotic bacteria, charging that the alleged health benefits of same have never been proven. The suit contends that Dannon's own studies fail to support its ad claims that Activia, Activia Lite and DanActive are "clinically" and "scientifically" "proven" to have health benefits rival brands lack. Further, plaintiffs say, all U.S. purchasers of those Dannon brands are entitled to compensation and the company needs to launch "a corrective advertising campaign." Dannon spokesman Michael Neuwirth says his firm is not yet familiar with …

The Italian Trade Commission (ICE) is getting ready to roll a new "Made In Italy" advertising campaign in the U.S. next month. The effort, to include ads in publications including Harper's Bazaar, Esquire and Architectural Digest, features Italian-born actress and model. Isabella Rossellini. The aim is to tout the "high-quality sophistication and luxury of Italian fashion, accessories, jewelry and home products." Theads will also appear online as well as local TV and radio. ICE picked Rossellini to represent an authentic "ambassador for Italian style." Says Italian trade commissioner and executive director for the U.S. Aniello Musella: "It …