Viacom parts really add up; Under Karmazin, high-profile, branded cable nets get the most out of what they are selling to marketers.(Cable TV)(Mel Karmazin)

Advertising Age, June, 2003 by Linnett, Richard

Byline: RICHARD LINNETT

While the cable TV industry made a big play for parity with broadcast television during this upfront season, the assertion heard on many lips was: "Either way, Mel wins.''

The reference here, of course, was to Mel Karmazin, president-chief operating officer of Viacom, who vigorously championed his cable properties-particularly MTV Networks, which for the first time put on a united upfront presentation this year.

Mr. Karmazin indeed can't lose.

At this upfront, it's projected Viacom's CBS will come in second among national broadcasters, taking in $2.2 billion in ad spending, behind General Electric Co.-owned NBC's $2.8 billion, and Viacom's UPN will attract $250 million. Meanwhile, Viacom's cable...

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