TV media plans are stories to tell, says Dave Morgan, chief executive officer of Simulmedia, speaking at MediaPost's Outfront -- but mostly not of this real world. "The real problem is the fictional disconnects," he says. In the online world, for example, Morgan says you do media plans where you get 85% to 90% of what was intended. But for TV? That's where the fiction comes in.

The self-described "saviors" of TV are currently holding forth at Media Magazine's Outfront Conference in New York. (It's actually Jon Mandel, CEO of media agency PrecisionDemand, who called his fellow panelists -- Mark Lieberman, CEO of market research firm TRA, and Dave Morgan, founder and CEO of media marketing firm Simulmedia -- "saviors.") How are these gentlemen saving TV? Measurement and targeting to rival similar services and technology for the Web. In the area of measurement, Mandel admits that TV is the clear No. 2 -- but that's not a bad thing. "It's good to be No. 2," he said, …

TV is still powerful -- just ask the new audience targeting service companies. Speaking on a panel at the MediaPost's Outfront event with Mark Lieberman, CEO of TRA Inc. and Dave Morgan, CEO of Simulmedia, Jon Mandel, chief executive officer of PrecisionDemand, says:  "We can prove TV is the most powerful TV medium... We three are going to save TV." Much of this coms from new technology and new data --- set-top box data for one. In part some people in new media are buying …

MediaPost's David Goetzl opened with some hard ball pitches during his Q&A with Turner Entertainment chief Steve Koonin, asking him to explain what happen during Turner's last upfront when the "lights went out on Broadway," and he was forced to take the stage and ad lib extemporaneously.

Regarding social, the end goal for any brand should be to create "advocates," according to Susan Thomson, Head of Media, Social Media and CRM, Chrysler Group LLC. It might seem like an obvious objective, but it's clear that too few marketers know what they're doing -- or what they're after -- in social media. To attract advocates, meanwhile, Thomson says every platform -- from Facebook to Twitter to YouTube -- demands a unique approach. Also, as many brands have learned the hard way, Thomson warns: "If you're going to enter in, you better be ready to hear what they're going …

It's the kind of stuff average TV viewers - or even TV industry trade reporters - don't get to see, but it can make all the difference in the impact of an important advertising campaign. In this case, it was Chrysler's "Halftime In America" spot featuring Clint Eastwood, which ran during this year's Super Bowl half-time.

How do you say "primary runoff" in Italian? We have no clue, but you might ask Susan Thomson, Head of Media, Social Media and CRM at Chrysler Group LLC. During a keynote conversation at Media Magazine's Outfront conference, Thomson is explaining how, among countless other responsibilities, she has to interpret the significance of our cultural customs and events to her Italian boss, Sergio Marchionne. "We all work for Sergio, one way or the other," said Thomson.

Since TV network sales execs say they are only generating about two percent of their revenues from online video, I figured I'd ask the media buyers on this morning's Outfront panel what the right amount of advertising budget is to be allocated to "digital."

For all the talk about the growth of online video advertising, only a tiny portion of TV networks' advertising sales is actually digital, according to a couple of TV ad sales chiefs.

That seems to be the consensus during the opening upfront panel at MEDIA magazine's annual Outfront conference in New York this morning.