• by Wayne Friedman , Staff Writer, November 12, 2007

How does a TV network handle marketing during a strike?

In the past, you could only imagine that all-powerful networks would just avoid the issue, running repeat programming, specials and the like as if nothing was out of the ordinary.

Surely, when automotive workers strike, General Motors doesn't take out ads that say: "Don't worry, our scab workers are making your cars as safe as possible. We think."

In that regard, we doubt TV networks would say: "Don't worry about the strike -- you'll still be entertained. Maybe." In any sort of consumer marketing, the one thing companies don't do is express doubt.

Still, this is 2007 -- not 1988, the last time there was a strike. You have an increasingly sophisticated audience who knows key details about the business goings-on in the media world.

At least one cable TV network thinks so: Cartoon Network's Adult Swim late- night block. It decided to waste no time in leveling with their young- skewing, mostly male audiences. In a recent on-air promo, over an operatic soundtrack on a black background, came these words: "Dear Adult Swim, I am very concerned about the upcoming Writer's [sic] Guild of America strike. How does a WGA strike affect Adult Swim? [Signed] Unspeakably Violent."

The answer: "Guild strike? Hey do you have any cheat codes for Warcraft? Seriously. We need them for wizarding."

We're guessing Adult Swim programs will be unaffected by the strike. We're thinking the WGA isn't worried about any big revenues from Adult Swim programs finding their way to new digital platforms or DVDs --especially from non-union writers.

Perhaps more cable TV networks will take a whack at the broadcast networks when they are seemingly on the defensive. (Of course most of the big ones also have broadcast networks as sister companies). Still, expect some fringe TV programmers to take a swing. There could be a lot of promo airtime to play with.

Peter Guber, chairman of Mandeley Entertainment, said on Fox Business it's very possible the strike could go until next June -- all to put more pressure on media companies for the the upcoming Directors Guild contract negotiations in the spring.

TV analysts figure it's the viewer who is going to get hurt -- that perhaps too much reality will dull their minds and send them to HBO, TBS, YouTube, Slate Magazine online, or XM Satellite radio. Perhaps they'll stare blankly at an outdoor billboard.

Right now, as long as the broadcast networks have some original programming, there's nothing to tell viewers.

But if the strike lasts any length of time, networks might want to reconsider addressing the strike issue. Those marketing messages could be some of the best entertainment out there .