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My Profile Top News Reuters top ten news stories delivered to your inbox each day. Subscribe You are here: Home > News > Entertainment > Article Home Business & Finance News U.S. Politics International Technology Entertainment Film Music People Television Arts Industry Sports Lifestyle Oddly Enough Health Science Special Coverage Video Pictures Your View The Great Debate Blogs Weather Reader Feedback Do More With Reuters RSS Widgets Mobile Podcasts Newsletters Your View Make Reuters My Homepage Partner Services CareerBuilder Affiliate Network Professional Products Support (Customer Zone) Reuters Media Financial Products About Thomson Reuters Stakes are high in TV deals, even if money is down Fri May 15, 2009 1:36pm EDT Email | Print | Share | Reprints | Single Page [-] Text [+] By Paul Thomasch NEW YORK (Reuters) - It has all the trappings of a hit TV reality show: intrigue, power plays and money. But the stakes will be far higher next week when the top U.S. broadcast networks introduce their 2009-10 prime-time schedules and get down to negotiating billions of dollars worth of deals with advertisers. The early prediction from industry pros: ABC, NBC, CBS and Fox will collect much less than the roughly $9.2 billion they received a year ago, perhaps 15 percent less, and negotiations will be more contentious and stretch out longer than usual. The results from this year's upfront market should go a long way toward determining whether advertising spending has begun to recover. Advertisers, after all, will be making decisions about spending commitments through next spring and may want to take advantage of lower ad rates. "I think the upfront marketplace will be fascinating," said Cathleen Campe, director of broadcast & video investment for RPA, the Los Angeles-based media agency. "The key is how much money comes into the market. Advertisers might say: 'Gosh, this is a great opportunity, we can never usually afford to get into the upfront, but at these prices, maybe we should.' But can they predict budgets for 18 months? That's a long time the way the world is right now." Not only are television executives tasked with selling advertising time in an ugly recession, they continue to face questions about fragmenting audiences. Collectively, ratings for prime-time broadcast television are down again this year. Only CBS, part of the CBS Corp, has seen an increase in viewership, a development that is so notable that CBS launched a full-fledged ad campaign to trumpet it. All this would seem to give advertisers the upper hand. But experts believe the broadcast networks will be willing to hold back their inventory of commercial time if prices are not what they would like. It would be then offered down the road in the spot market -- a bet the economy will be in better shape at that time. "Even if total volume is down at the upfront, we're confident that we will take share and maintain or increase our revenue," CBS Chief Executive Les Moonves said during a recent conference call. CBS will unveil its new programs on Wednesday after News Corp's Fox on Monday and Walt Disney Co's ABC on Tuesday. NBC, owned by General Electric Co and Vivendi SA, introduced its new shows earlier this month, but will announce the precise schedule of its prime-time lineup next week. In speaking to reporters and advertisers about the new shows, NBC executives were guarded in their forecasts for this year's upfront market. "We're feeling anecdotally that advertisers are leaning forward getting ready to move," said Michael Pilot, president of NBC Universal sales and marketing. "If you think about the recovery sometime later this year or early 2010, we're starting to see advertisers lean into that and get ready for that," he said. "But I'm not ready to call it one way or another. I think it's going to be interesting." Continued... View article on single page Share: Del.icio.us Digg Mixx Yahoo! Facebook LinkedIn Next Article: Farrah Fawcett in legal tug-of-war in dying days Also On Reuters Commentary: U.S. military giant, diplomatic dwarf? Next hot tourist destination: Afghanistan? Hackers launch phishing attack on Facebook users More Entertainment News Scorsese touts film preservation at Cannes Farrah Fawcett in legal tug-of-war in dying days | Video Overtime at "The Office" -- 100 episodes Teen-focused series looks at celebrity lifestyles Director Gilliam back in saddle for "Quixote" More Entertainment News... Editor's Choice Slideshow A selection of our best photos from the past 24 hours. Slideshow Most Popular on Reuters Articles Video Hackers launch phishing attack on Facebook users Was Google Hacked? 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