• by John Gaffney , April 9, 2003

You Go Cosmmo Grrrrrrrrlllllll: It's got style. It's got it attitude. It's got Hearst behind it. How can it lose? Well, history has shown that even the most well-heeled can lose when it comes to launching cable TV networks. Or at least underperform. But you have to admit that the idea of a Cosmo TV channel is smart as a.... well .....leatherette? Here's why. What the other women's cable channels lack is a sassy attitude. Yes, you can find your fair share of flamboyance. But if Cosmo can find a way to translate its 'R' rated content into a cable channel that finds an audience in each of its dayparts, I say it's a compelling addition to the TV universe. Not a bad idea to start the discussion while the rest of the TV world is talking about the upfront either.

Put Up Or Shut Up: A reader challenged me yesterday to state my thoughts on advertising during coverage of the Iraqi conflict, which I thought I had done pretty clearly. Bottom line, and this may be hindsight at this point, I think advertisers should either run their ads on a normal frequency or change their message to fit the situation. Nextel to me, is the model. When CBS ran the 9/11 documentaries last year on two occasions, they sponsored both shows with minimal commercials by running tribute ads. Sales of Nextel phones went up. Consumer perception of the company went up because they approached the situation with grace, dignity and respect. If you can't approach advertising with grace, dignity and respect, when those elements are called for, maybe you shouldn't be in it anyway.

At The Buzzer: You gotta love Barry Diller. Everybody who has ever been involved with a TV network wants the FCC to tear down media ownership rules, and Barry comes out and says he wants to revisit the whole structure. Typical Diller. Unpredictable and very smart.