This year's upfront is being further complicated by movie studios' and retailers' resistance to buying ad time based on delayed "live plus three" DVR viewing in instances when they need to make their pitches in advance of openings or new releases. "For the studios, the commercial message is timely. It has to be day-specific," said Jeff Robinson, SVP-national television, Palisades Media Group. "That's the reason for the reluctance."

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