Brad Adgate Quotations

No one expected it now. Five years ago this was something people might have (speculated about), but not recently. When you look at it, it probably makes a lot of sense.

CBS is obviously dealing from a position of strength. They've already renewed 14 shows, which is more than half of their prime-time schedule.

Fox has been very careful to protect to franchise by airing it once a year. That may work again and, unlike other reality shows, that may be the one thing going for it.

It is a huge dollar commitment for the Olympics, so that's a lot of money to be throwing around in sports.

I think (bringing in a fresh face like Rock) was worth the risk.

I think a lot of people will be watching it in the office. People don't have TV sets in their office, but they do have a computer with a broadband connection.

I think that advertisers and the networks will have several months of data to look at before going into the upfront next year and how they want to handle negotiating.

Last year, ABC clearly set the pricing and they still have a lot of desirable shows that advertisers want. So they should be a key factor in where the market is going to go.

Look at the sweeps last year. Fox lagged in ratings and still won the season so you can't put too much emphasis on November.

There are a lot of options out there that advertisers now have besides the 30-second commercial on network television,

There is some concern that even though shows like 'Entourage,' 'Deadwood' and 'Rome' are well-received, they are not replacements for the Sopranos as a top-notch series to attract subscribers.

There is some value to playback (ratings), and I think that we'll see (it) because not everyone zaps the commercials. There are ways to avoid watching commercials when it's live. What the DVR ratings will tell you is who is zapping. When someone leaves the room (watching live TV), you never know.

TV can be so fluid. If you can get a hot show or two you can build around that,

Thursday is going to be a very, very competitive night,

Throw it up against a wall and maybe it will stick,

Cosmetic surgery and poker are popular right now.

It would mean the end of made-for-TV movies on an ongoing basis. It could be another TV genre to go the way of Westerns and variety shows.

The stiffer competition probably played into (the 'Idol' falloff),

Television viewing has been, for the most part, a passive activity.

Television networks don't deliver the audiences that they did a year ago or five years ago and yet (ad) prices continue to go up.

The ones most threatened are local (television) stations and then the cable operators. How much opportunity is there for local retailers to advertise?

The Olympics are one of the top television events.

You're getting a group of these 75 million baby boomers who are very, very active, and there's a lot of them.

You might not get a return on your investment tomorrow. You're laying the groundwork.

This is not a new network. It's a merged network.

The WB and ABC are taking some of their more familiar shows and moving them to Thursday just points out its going to be an exceedingly competitive time period, ... and points out the popularity of Thursday night as a source of advertising revenues.

A lot of them don't have families, they're not stuck at home with the kids.

They have a lot riding on 'American Idol' and, hopefully for Fox, the show has long coattails.

This lends stability to the company. It's always good to let people know who's in charge.

ABC has put itself on the map again with those new shows.

It makes a lot of sense since both networks have the same target, they are very competitive, and both have been struggling in getting large ratings.

They could create profiles so the commercials sent to consumers will be more relevant and won't be zapped. It's the future of advertising.

They can pretty much determine how many people went online and how long they were there.

If you're a 50-year-old person, you will get a different ad than a 14-year-old,

In this world of media fractionalization, this is one of the last times you can count on getting about 90 million viewers at the drop of the hat. Advertisers realize this is the one event where people will actually watch your commercials.

I haven't heard a Fantasia song on the radio, not that I go looking for it,

If there is an audience there, ... there'll be programming to cater to that. You fish where the fish are.

I think (NBC Universal's strategy) was brilliant. This was one way how media consolidation has really helped. The Olympics gave NBC a boost and gave viewers a chance to watch sporting events not typically covered.

I think (NBC Universal's strategy) was brilliant, ... This was one way how media consolidation has really helped. The Olympics gave NBC a boost and gave viewers a chance to watch sporting events not typically covered.

But will it? Or will it continue to drop?

By broadening their programming (with more entertainment-oriented shows) and still keeping it under the legal drama umbrella that their niche is, they've been able to generate higher ratings. They've certainly raised the profile in the buying community with these types of programs, and to separate the two helps distinguish one from the other, so you have an entertainment network that's still Court TV with legal type of programming.

Geographic lines that have held certain parts of the TV business together are being eradicated and it's a big concern.

If he can continue to get these kinds of people, I think the show has a future. They're kindred spirits. They've seen a lot of the same things and know what each other is thinking.

This is only going to continue. The FCC says there are 530 national satellite-deliverable cable networks. A year ago there were 188.

The end is in sight, and it's going down as one of the best original pay-cable series. It's appointment programming.