MTV takes on the Big Four

05/6/2003 | NYTimes.com

For the first time, MTV is bundling its networks and presenting a united front to advertisers to take money away from the broadcast upfronts. Although MTV Networks regularly top broadcast in reaching the 18-49 demographic during the daytime and are competitive during prime time and late night, broadcast networks typically snag more ad dollars, a trend MTV's Tom Freston says is "gravity-defying behavior."

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