Facing a decline, networks cater to marketers' needs.

The author offers opinions on the broadcast television networks' "upfront" advertising sales presentation for the 2008-2009 season. The business model that guides this traditional event is seen as broken. Declining ratings for prime time television programs and the inability of digital platforms such as Internet television or digital video tape recorders to offer economies of scale means that marketers are less willing to purchase advertising time on the networks' terms.