Upfront sales for broadcast TV reportedly could be off as much as 15% from last year's $9.2 billion because of the combined impact of the lower network ratings, the poor economy, automakers' financial problems and cable channel rivals. "Both sides are digging in over price," said Marci L. Ryvicker, media analyst at Wachovia Capital Markets. "Advertisers are still very wary of the economy. Their budgets are down, so the networks will have a smaller piece of the pie."

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