This War Will Be Great. Plan On It: I’ve actually seen a few press releases lately from several news organizations who are promising “complete coverage of the war on Iraq.

More Super Bowl Riffs: I already ran my mouth in Media Daily News this morning about the big game. But there are still a few things I can’t let slide.

Easy Now Mate. These Are Chemical Weapons: Max Hastings, who covered 11 wars as a reporter for The Daily Telegraph of London, says he never lost sleep over sending reporters into danger.

What’s The Frequency, Michael?: I was ready to lay off the FCC media ownership issues in this space. Move on. Seemed like FCC chairman Michael Powell heard some chin music up at a Capitol Hill hearing, and backed off his hell-bent attitude that media ownership rules would be history. Turns out that this guy changes his tune faster than Bill Clinton.

Warm Weather, Baseball, Cookouts And Jill Millionaire: Fox announced yesterday that it will start to launch shows in the summer more regularly. "One of the lessons that reality television has taught us is that summer is a really good time to launch big franchises," said Fox Television Entertainment Chairman Sandy Grushow.

I Wanna Be Sedated: Big day for anti-piracy action yesterday, none of it logical. RIAA president Hilary Rosen proposed that ISPs should be responsible for music sharing sites and should be charged a fee for allowing users to get to them.

Thoughts After Watching Football All Day: I know what songs I heard yesterday, but I doubt I could match them to the car they advertised. Wait.

Evidence That Sanity May Return: Tom Shales opined this week in The Washington Post, “What all the (reality) shows have in common is that they embody the Entertainment of Embarrassment -- Excruciation Television. Among the other new leaders of that pack is the WB's "High School Reunion," a commercially savvy proposition -- bring a group of high school graduates together for a 10th-anniversary party -- that turns out to be rife with the requisite humiliating possibilities.

Case Shmase. Show Me The Money: The media seems to be caught in a rut over possible replacements for ousted AOL chairman Steve Case.

Teens Say The Darndest Things: I’ve always maintained that the one thing any businessperson can always use more of is information about their audience. This is especially for media planners and buyers.