Agencies see a window to alter the business of television

Madison Avenue is optimistic that there can be long-term benefits from the disruptions suffered during the 2007-8 broadcast TV season. During the strike, top network executives signaled that they were highly receptive to new ways of doing business. That open-mindedness has been met eagerly by the advertising community, which is searching for new ideas but still looks at television as the best way to reach audiences to sell products.