Some studios are hellbent on making deals with YouTube for streaming their films through the video site's Movies On Demand service, while others -- Fox, Paramount and probably Disney -- are holding out, because "they believe that YouTube and its parent, Google, have not taken adequate steps to stop supporting piracy sites," writes The Wrap's Sharon Waxman. This could hold up the launch of the service, since YouTube is reportedly trying to get all the majors to cooperate.

"It's me. I'm coming home," says the solider to his friend (significant other, brother?) in the phone conversation that leads off Budweiser's new military-themed ad. The man the soldier calls is also the one who leads the coming-home party, and the first to give Soldier Boy a hug.All these elements have led some to speculate that this is the first targeted to the gay community for the post-Don't-Ask-Don't-Tell military. Sounds intriguing, and Huffington Post even has a quick poll for those who watch the video, asking "Does this ad have a gay theme?" Interestingly, "totally," is tracking the lowest percent …

Cable TV company Comcast is reportedly in talks with movie studios to offer on-demand home screening of films six to eight weeks after their theatrical release. The company already shows select indie features on the day they premiere in cinemas.Comcast would thus be the first competitor to satellite-TV operator DirecTV, which just began a premium home video program showing films roughly eight weeks after release for a cost of $29.99. Comcast says it may experiment with a variety of prices for its service, depending on locale and film.

Every Day With Rachael Ray, which has lost newsstand sales to Food Network Magazine and faced an almost 10% slowdown in ad pages, is also facing some staffing issues that go beyond this week's ouster of parent company RDA's CEO. Last month the pub quietly lost three executives filling top-of-masthead jobs: Publisher Anne Balaban (who was reportedly fired, according to sources cited by Adweek's Lucia Moses); Vanessa Goldberg-Drossman, the associate publisher of marketing; and Bethany Gale, advertising director. While the magazine looks for a new publisher, Eva Dillon has been appointed in the interim -- along with …

In the face of a much smaller classified ad market and other challenges of the digital age, Chicago Reader has revamped its design and editorial. The newspaper's newly glossy cover suggests a magazine that should have an extended "shelf life," according to publisher Alison Draper. The new editor, Mara Shalhoup, the fourth since last June, is planning to broaden the Reader's appeal by adding "artist-on-artist interview/chats and other features in which taste-makers or figures of interest complement the work of its critics," writes the Chicago Tribune's Phil Rosenthal.

"How do you redeem journalism? How do you get better at it?" asked Bob Woodward, the investigative journalist known for breaking the Watergate story. "And I think some of the answer is slowing down- don't be in such a hurry to put out the sound bite." Woodward, who appeared at an Austin panel asking "Could the media break a story like Watergate today?", debunked today's "curse" of celebrity journalism -- the "Paris Hilton factor and Kardashian equation." "It should be our job not to give equal time, not to give 12 inches in a newspaper story about what …

Because of the popularity of DVRs, networks now track ratings of shows up to a week after they first air, and have taken these additional viewings to heart when determining the fate of a show, according to Bill Carter in The New York Times. For example, Fox's "Fringe" had numbers that were cancellation-worthy until a week of DVR playback was added, and now it's being renewed. However, advertisers say they still won't pay rates that factor in anything beyond a program's C3 ratings, which measure how many viewers watch a program's commercials up to three days after its original broadcast. …

In a new blend of social media and TV, cable network TruTV is rewarding fans who helped garner 500,000 "likes" for one of its shows on Facebook with their own Facebook-only episode. The fan episode will be available for streaming on the social network immediately after the spring finale of the show, April 27, 9 p.m. ET.

Will TV stars now have to live-tweet while their pre-recorded show is on? Jeff Probst, who has been enjoying his own tweet-fest during "Survivor," tells lostremote that a clause requiring Twitter duty may soon be written into standard entertainment contracts, "because it's one of the few ways that we can try to entice viewers to stay watching us live and not Tivo [record] us."lostremote's Cory Bergman says his wish list includes "Larry David during 'Curb Your Enthusiasm' and Tina Fey during '30 Rock.'"

Now that it's official -- People magazine was the first media outlet to be notified -- we can rest easy knowing that there will be no more rumors about Katie Couric's leaving CBS News.She's still vague about what she's doing next, so expect more speculation to follow: "I am looking at a format that will allow me to engage in more multi-dimensional storytelling," she told People, "adding that other details, including when and where the show will air, are 'still being discussed.'"