Back to business

The WGA will present new terms to members over the weekend, say network executives, which may result in a writers strike wrap-up by next week, MediaBuyerPlanner reports.

The terms are expected to include fairer compensation standards for ad-supported TV shows streamed over the internet. Even if members approve the new terms, the WGA may decide to uphold the strike until the contract is ratified and signed by the guild.

The strike impacted ad projections, viewing habits and overall TV ratings. Prime time ratings in January among the 18-49 demo grew 6.8 percent in basic cable while falling by 11 percent across the big four broadcast networks, according to Sanford C. Bernstein analyst Michael Nathanson, writes AdAge.

Deliverance from the striking scriveners could result in production of up to six new episodes of top-performing shows over May sweeps. But producing a show can take up to two months, depending on whether it was already scripted.

Networks will also have time to develop programs for buyers and advertisers during May upfronts. NBC might hold small upfront planning sessions with media buyers and clients, to forgo the whole "dog and pony show," said NBCU chief Jeff Zucker.

The strike accelerated a trend among networks to change how they approach TV show development and scheduling. In any event, make-goods to advertisers are expected to last well beyond Q3 of 2008.

The WGA writers strike has lasted over 13 weeks. An NBC Nightly News report from January 13 reported it has cost networks over $1 billion. More than 12,000 writers picketed.