• Bloomberg, Sunday, January 16, 2011 11:39 PM

Walt Disney Co.'s ABC, running last this season in the viewers marketers target, is unable to renew its most-popular drama "Desperate Housewives" because of pay demands by three stars. Felicity Huffman, Marcia Cross and Eva Longoria are seeking a raise, said three people with knowledge of the demands. Teri Hatcher has signed a new contract, sources say. In August, TVGuide.com put their pay at $400,000 each per episode.

"Housewives," an hour-long weekly drama featuring women living on the deceptively idyllic Wisteria Lane, is ABC's most-watched scripted show. The Sunday night program averages 13.1 million viewers a night and 5.75 million among the 18-to-49 year olds advertisers target. A 30-second ad costs about $210,000, second on ABC only to the $220,000 for "Grey's Anatomy," Ad Agereported in October.

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