MediaPost Publications New-Media Players Challenge Broadcast Nets During Upfront Season 05/14/2012 (click for full article) "The question for the traditional broadcast TV networks this upfront season is, how do you compete with 25 hours of original programming on YouTube's Awesomeness TV, and Netflix's ever-popular replays of entertainment, kids and even sports cable programs? While the typical upfront advertising market of predictable rivals is becoming a thing of the past, still the arsenal broadcast networks will rely on to retain viewer ratings and advertising revenues looks a lot like their old bag of tricks. Just how long can that go on while Google, Netflix, Microsoft, Yahoo and other new-media players aggressively take their case to Madison Avenue? While it may take years for digital and online media to make a sizable collective dent in broadcast and cable networks' roughly $20 billion upfront spending patterns, the process is clearly underway. Martin Sorrell, CEO of WPP Group, indicated in a recent CNBC interview that the global advertising agency will likely spend more than $2 billion on Google this year, which could exceed the $2 billion of advertising it buys from News Corp. media properties annually. The situation in some ways parallels the early days of cable's inroads on broadcast television's then-dominance in advertising.This year cable's upfront ad spend will eclipse last year's upfront broadcast TV networks commitments, which ABC, CBS, NBC and Fox will be hard pressed to collectively top. But the new-media challenge is not a simple case of us versus them, according to data analysis by Bernstein analysts Todd Juenger and Carlos Kirjner. "We think the inevitable collision course between ubiquitous on demand, ad free content on Netflix, versus consumption of traditional linear TV, is starting to create fractures in the now infamous pay-TV ecosystem," the analysts said in a recent note. "