via Kagan INSIGHTS

Broadcast TV networks that use websites primarily to increase broadcast viewership and generate online advertising revenue are missing a strategic opportunity, according to JupiterResearch analyst Todd Chanko.

Near the top of networks' goals for their websites should also be "establishing relationships with medium and smaller advertisers that don't ordinarily buy network TV commercials," Chanko writes. "A few of today's small advertisers will be giants in the years ahead," he points out, citing the not-too-distant examples of Amazon, AOL and Microsoft. "[S]o having as many advertising relationships as possible may turn out to be vital."

Online advertising is just a revenue afterthought for broadcast TV - and that's an advantage in attracting advertisers with fairly small ad budgets. ABC TV is reportedly charging $100,000 for a single ad buy across various videos on ABC.com for three-months.

That's less than one primetime commercial during the regular TV season.