OPERATING IN THE PUBLIC INTEREST, OR MAYBE JUST ITS PRURIENT INTERESTS -- If we're right about the scheduling acumen of MediaVest's DirecTV buys, they you've probably seen (at least several times) the powerful Deutsch spot depicting an expanding flock of pre-teen boys gathered in front of the luminescent screen of a TV set - audio blaring the unmistakably cheesy melody of a pornographic film, when one utters, "What's that?" That, of course, was a great ad campaign, and while it was designed to sell the parental control features built into DirecTV's set-top system, it could have been the commercial Pax …

TALK ABOUT BEING DIRECT - WHAT HAPPENED TO THE REVIEW? -- OMD is run by a guy who used to run ad sales for the biggest cable TV player - Turner Broadcasting - but it seems Joe Uva will soon be running things for the biggest satellite TV player. OMD today is expected to be named the new media agency for DirecTV, following a shakeup of the account, which had been split between MediaVest for media and Deutsch for creative.

FOOD FOR THOUGHT -- It may just be coincidence, but some potentially alarming research on the future of children's television advertising is coming out just as the 2004-05 kids upfront TV season begins in earnest. The study, from the influential and well-regarded American Psychological Association, concludes that children under the age of eight are unable to critically comprehend TV advertising messages and are prone to accept an advertiser's message as truthful, accurate and unbiased.

WHEN THE GOING GETS TOUGH, THE TOUGH GET, GONZO? -- We admire the sage advice of Vince Lombardi as much as the next media titan, but were surprised by Michael Eisner's "best defense is a good offense" response to Comcast's hostile bid to acquire Walt Disney Co. Eisner was probably right to think that a quick, decisive acquisition would transform market and press perceptions of Disney from being the hunted to being a hunter, we only question the symbolism of its target: Kermit, Miss Piggy and Fozzie? Wocka, wocka, wocka.

IT MAY NOT PROVE SUCH A SMALL OFFER, AFTER ALL - We consider ourselves pretty astute judges of media spin, but the Riff must confess that we're finding ourselves a bit confused by the investor relations spin coming from the Comcast and Disney boards. It's not that we don't understand the Disney board's effort to get Comcast to sweeten the offer.

FIFTY BILLION-PLUS REASONS TO SKIP OUT ON A FOUR As' MEDIA SHOW -- The Riff has heard some lame excuses for conference no-shows - "I misplaced my PDA." "My client flew in for a meeting at the last minute.

WE DON'T KNOW ABOUT YOU, BUT HERE'S WHO THE RIFF'S VOTING FOR -- If media titans were presidential candidates, right now, Michael Eisner would be Howard Dean. He's toast.

SHIFTING ALLEGIANCES AT DISNEY-ING SPEED - Starcom MediaVest Group was either incredibly prescient, or may have made the wrong play by pulling out of this week's final stretch for America Online's media account.

STARCOM DISCONNECTS FROM AOL - Starcom, which some considered a strong favorite in America Online's media account pitch, has pulled out of the review citing a potential conflict with an even bigger media client, Walt Disney Co., the Riff has learned.

FUSE EXTINGHISHES ITS... THROWS SUPPORT (OR IS THAT GASOLINE) BEHIND MTV - Normally, competitors - especially up-and-coming ones - can't wait to kick their rivals when they're down, but Fuse, the spunky music video channel owned by Rainbow Media Holdings, is throwing support behind MTV during a time of need. Or is it? Read for yourself an "open letter" Fuse has published following the "wardrobe malfunction" that occurred during MTV's production of the Super Bowl halftime show.