THE NIGHT THE LIGHTS WENT OUT ON (770) BROADWAY -- In the beginning it was all about research. Then it was about business.

VIRTUAL, BUT STILL VITRIOL, ERWIN EPHRON SUMS UP THE NETWORK TV AD MARKETPLACE -We've always paid rapt attention to anything Erwin Ephron has to say, but we were a little unsure what to expect when the folks at SQAD introduced a "virtual" Erwin Ephron to provide some testimony for their new NetCosts TV cost database. And it's not because we knew Ephron has a stake in NetCosts, it's just that we were concerned about the whereabouts of the real Erwin Ephron during such an obviously important event as the rebirth of his fledgling database.

NIELSEN FINDS IT CAN'T FIGHT CITY HALL, EVEN IF YOU'RE WEARING BOXER SHORTS - Lately, Nielsen execs have gotten used to airing their dirty laundry in public settings, but they probably never imagined they'd be forced to testify at a New York City Council hearing that also addressed the sale of used underwear in the Big Apple. "Er, are those your legal briefs? Nah, they're just boxers.

DVRs MAY YET PROVE TO BE PC (AND WE DON'T JUST MEAN POLITICALLY CORRECT) -- Here's a truly frightening scenario. Suppose the average TV household didn't have to go out and purchase a new set-top box, or arrange to lease or buy one from their cable or satellite TV provider in order to have a digital video recorder connected to their TV.

TV GUIDE: WHAT'S NEW IS "NEW" AGAIN - TV Guide magazine has launched the second phase of a massive redesign of the magazine and its listing sections as part of an effort to keep the magazine vital in an expanding sea of TV programming content. The current phase focuses on TV Guide's so-called "back-of-the-book" section, which are the black-and-white listing pages that comprise most of the book.

WHAT HAPPENS WHEN A WOLF SHOW'S UP ON FOX, DRESSED NOT IN SHEEP'S, BUT IN KMART CLOTHING? - At a time when some citizens are growing concerned that product placement is becoming the marketing equivalent of a wolf in sheep's clothing, Kmart has teamed with the WB to put its prime-time cast members in Kmart clothing. But unlike the less-than-transparent product integration deals that have consumer advocates concerned, the Kmart/WB deal will be anything but a trade secret.

JOINING THE BUCKET BRIGADE? OR, JUST THROWING MORE FUEL ON THE FIRE? - All this time we thought the "problem" with local people meters was actually the meters, but apparently it has to do with buckets. At least that's what Ray Rodriguez, president-COO of Univision Communications, the Spanish-language TV juggernaut, believes.

WE ALWAYS WONDERED WHY THE EXECUTIVES OF SOME NETWORKS GO OUT OF THEIR WAY TO MAKE UPFRONT SALES PREDICTIONS, WHILE OTHERS REMAIN MUM ON THE SUBJECT - AT LEAST ON THE RECORD - AND NOW WE KNOW WHY. - It seems it has more to do with issues concerning shareholders than it does with advertising stakeholders, Univision chief Ray Rodriguez tells the Riff.

THE ABCs OF 2004-05 UPFRONT AD NEGOTIATIONS - With ABC poised to unveil its new primetime schedule today, many in the media have already written off the alphabet network's 2004-05 season. But there's reason to believe advertisers may yet be writing ABC into their upfront ad plans.

WILL THE UPFRONT BE HALF EMPTY, OR JUST HALF FULL-OF-IT? - The Wall Street Journal got it wrong again. It's not "talk" that's cheap in the days leading up to the upfront advertising marketplace.