Big media companies may feel in control -- in no hurry to do a deal to solve the writers' strike (even if they have scheduled some new talks). All of which says they want it all. Why? Have you seen the stock prices of any media company recently? There's a race there. Which will hit bottom first -- low-rated TV shows or low company stock prices?

The networks writers strike' tap dancing has started. Good news: Now we can really start talking about this TV season's possible hits.

Late-night TV shows want to get back to work because 80% of their shows have nothing to do with union writers. Should that matter? Reality-TV producers have a better argument: 100% of their shows have no use for union writers. And that's why the networks, in the next several months, will be using them like premoistened wipes at a preschool.

TV writers want to get paid more in the new digital world. But they don't want checks from TV networks. They really want them from TV advertisers. The writers' union has taken great pains to single out how much they believe TV networks are making with Internet advertising video when streaming TV shows. But going to these niche microeconomic lengths will prove to be trouble.

So much for the Internet capitalizing on the writers' strike: TV Guide has just cancelled its first ever Online Video Awards. The publishing and cable TV company said this was due to the writers strike -- it didn't want to appear insensitive. This shouldn't come as too much of a surprise, since TV Guide is a proponent of traditional TV.

Who wouldn't want to build up failing media businesses on the one hand -- and hold back other all-powerful media on the other? It seems as nice a balance as any one could hope for. Federal Communications Commission Chairman Kevin Martin seems to be working on perfecting this hand-to-hand move.

nother business party at Chili's for "The Office"? A new Nissan for a new hero on "Heroes"? Don't count on too many product integrations after the writers' strike is over -- whenever that will be. Try asking your picketing TV writer -- right now on line at the Chelsea Piers in New York City or Warner Bros. in Burbank -- how he would feel "working in" a new flavored coffee from Starbucks into the next script of "How I Met Your Mother"? Step back from the teeth and spit.

How does a TV network handle marketing during a strike? 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." We doubt TV networks would say: "Don't worry about the strike -- you'll still be entertained. Maybe."

Trying to market your mid-season shows? Better have lot lots of on-air time to promote them, because fewer TV writers may be writing about them. The January Television Critics Tour might be cancelled - some collateral damage from the writers' strike. Does this mean TV writers will write fewer stories about new TV shows - or for that matter, even older TV shows?

Consider it's February, and the writers' strike is still going - what happens during the Academy Awards? What happens when big name talent decides not to cross picket lines to attend the big event? How about those lesser awards shows - the Golden Globes, the Grammys? What if a number of big stars from "Grey's Anatomy," "Heroes," or "House" are no shows?