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Pay-TV providers are paying the networks only for the stations the networks own. That amounts to a little less than a third of the TV audience, which means local affiliates recoup two-thirds of the fees. If a network operated purely as a cable channel and cut the affiliates out, the network could get the fees for the entire pay-TV audience.
If forced to go independent, affiliates would have to air their own programming, including local news and syndicated shows.

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television broadcasting cable

Cablevision Systems has unveiled a new interactive commercial that allows TV viewers to click the remote control in order to request a coupon or sample.

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cable television interactive

Now that most people have broadband Internet at home, it makes sense that people might want to do more with their fancy flat-panel TVs than just watch TV on them. But no one is doing a good job adding the Internet to any part of the TV experience.

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flash broadband television cable interactive

Now, thanks to a confluence of factors -- ubiquitous broadband, changing viewer habits and cheaper tech parts -- internet TV is on the verge of a breakout. However, there are still too many interested parties trying to play a part in making a seamless connection -- and nabbing a piece of the payoff.

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broadband television internet cable

Canoe Ventures, a joint effort across the country's six largest cable operators helmed by former Aegis Media CEO David Verklin, seeks to change the way cable networks sell ads by making national spots locally targetable through addressability and interactivity

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interactive cable television addressable audience metrics

With better targeting, advertisers might pay more to run the same ad, but they'll be reaching the audience most likely to buy, increasing the effectiveness. Advertisers will also be better able to measure how wisely their marketing dollars get spent, by keeping track of who responds. These are areas TV hasn't done as well as online.

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cable targeted advertising broadcast demographic