market news, page-51

Ten has no choice in my view....it has to play this hand..

Next month or the month after the negotiations will start on negotiating next years base advertising rate....if it doesn't get some momentum on the ratings front....it will not be able to maintain ( forget grow) its current share of the advertising pie (23%)....if its ratings are just giving it around 15% channel share....how will it maintain a 23% advertising pie share?

RISK is that costs will blow out when compared to the same period last year....not pretty financials if the gamble doesn't pay off