Broadcasting & Cable - October 17, 2004

There will still be commercials every 12 minutes or so for a long time to come. But the agencies buying spots are beginning to think the television advertising model is a waste of time and money. "They're beginning to lose confidence in the medium," confides Ray Warren, managing director of OMD USA, the largest TV buying agency in North America, about his peers in the ad business.

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• Drama Over a Documentary
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• It's a CBS Thursday Again
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• Barton's Opening Shot