As the line between digital media and television blurs, TV buyers and digital buyers are facing off over the question of whether some portion of digital budgets should be pooled with upfront budgets - and, if so, who should oversee it - AdAge writes (via MediaBuyerplanner). Broadcast and cable owners are vying for the increasing pool of digital dollars, arguing that their programming is now available in a variety of new media formats. This may, at some point, turn the coming upfront into a multimedia marketplace.

And it's not necessarily clear who sells what on the network side. At ABC, Mike Shaw, president of sales, oversees ABC.com's show download offerings to clients. At CBS, a separate digital ad sales group sold online coverage of March Madness.

The Cable Advertising Bureau last week launched its "One TV World" upfront strategy - the idea being that cable is not just TV channels but multiple-platforms video providers.