We've talked about the upfront presentations...for broadcast networks and cable programming services. Here's ABC's response to cable channels pitching their services as better ad values to traditional broadcast networks. (Keep in mind, Disney/ABC owns numerous cable channels.) Here's a network guy defending his turf against cable. Note the stats he cites, illustrating ABC's comparative advantage over cable, refer to channels like TNT and TBS--both general appeal channels, similar to a broadcast network and both owned by TimeWarner. There's nothing in the article about the various ESPN channels or ABC Family or Disney Channel.

Here's the full link:

http://www.tvweek.com/news/2009/04/abcs_upfront_fightin_words.php

TV Week, April 19, 2009 8:00 PM

ABC’s Upfront Fightin’ Words

In Cable vs. Broadcast, Mike Shaw at ABC Likes His Chances

By Jon Lafayette

Broadcast is firing back at cable networks that are trying to take a bigger slice of the upfront advertising pie.

Reacting to bold statements from cable executives that advertisers are overpaying when they buy commercials on the broadcast networks—and buyers who predict that money will move away from broadcasters—Mike Shaw, president of ad sales and marketing at ABC, felt the need to state his case.

“It’s no more cable’s year than it was last year,” Mr. Shaw said bluntly. “I’m having a hard time seeing how I’m going to lose money in this marketplace.”

Given the struggling economy, advertisers need to ensure their marketing dollars are working as hard as they can, Mr. Shaw said.