In theory, marketers could make networks redo all their upfront deals, says one media agency executive. Why? Because they paid for original network programming — not for reruns, or some half-baked reality shows, or some not-fleshed-out backburner scripted shows.
The column goes on to say:
“Fewer commercials spots could be the result if shows were replaced and ratings plummeted. Under those circumstances, networks, for the first time in about a decade and a half, would have to do the unthinkable: give money back to marketers.”
And, still, Les Moonves is smiling.
*Image stolen from here.