“We’re still applying TV metrics on the cost side to the Web, and that’s never going to work,” said Nada Stirratt, MTV’s EVP of digital advertising. “We need to actually look at the investments we’re making in web originals, look at the level of engagement they get, and value them accurately.”

“It’s taken a long time, but we’re shifting at NBC so that the TV content we produce can automatically get repurposed for the web,” said Mark Marvel, senior director of video monetization for msnbc.com. “We’re trying to get more out of our existing talent and burn through less resources, I think you’ll see more of that happening across the board—with smaller Upfronts, more pilots being sent right to the web, etc.” 

“We’re spending too much time trying to figure out what model is going to work, when it’s clear that we just need to be better at following consumers.” said Jason Forbes, group SVP of strategy, new products & marketing at Time Warner (NYSE: TWX) Cable Media Sales. “If we don’t, we’re just going to lose the revenue—like the music industry and Napster (NSDQ: NAPS), or like newspapers in their attempts to catch up online.”

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