Internet companies will grow to rely on TV networks to provide online content, according to Yahoo EVP Greg Coleman, speaking at an Advertising Research Foundation panel in New York, writes MediaPost. The nets "have the content," he said, so "the answer is going to be partnerships." Clark Kokich, president of Avenue A/Razorfish Worldwide Kokich, boldly predicted, "In three years, the content offered by these companies (online and TV) will be virtually identical."

But, in advertising, the transition isn't likely to be similar to that of content, according to Microsoft's Joanne Bradford: "The industry is not at a place where you can just turn over what we do to television…. It's a very different sell - it's bought in a different way; the back-end reporting structure is different."