Media buyers are talking about price rollbacks ahead of television’s annual upfront advertising market this week, although network executives say demands for cuts have softened since the rebound of the stock market, Television Week reports. The recession is shaking up the networks’ schedules as broadcasters seek ways to offset lower demand for advertising, with moves such as NBC moving Jay Leno to prime time, the New York Times says. The market could linger on past June, when sales are usually wrapped up, the Los Angeles Times predicts.
—Aimee Picchi