WHILE ACKNOWLEDGING THAT COMMERCIAL RATINGS will inevitably become the standard, Viacom has no plans to make upfront deals based on them this summer, the company's CEO said Friday.
But Viacom isn't the only cable programmer to express concerns that the new commercial ratings have accuracy issues. Many prefer to wait before using them in deal-making, despite some buyers' eagerness to use them posthaste.
Dauman did add that commercial ratings will ultimately emerge as the dominant currency. [ MORE ]
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