"'When digital [shows] came in, people said, "No one is going to watch TV," ' said Gloria Rosenberg, president at Market Fusion Analytics in New York, a consult firm that helps advertisers develop growth strategies."

In Stuart Elliot's article "Old and New Media Coexisting Nicely, Thank You," it is clear that Web view of television and advertisements has not replaced TV, but is complimenting it. ESPN in particular is experiencing the benefits of the corroboration between television and Internet.

This is not an example of horizontal integration among TV networks.

"'I’m a big believer in using all the tools in the toolbox,' said Mary O’Keefe, chief marketing officer at Principal in Des Moines. 'People can get the information however they like to.'"

Each series is gaining popularity on television, and retaining viewership on the Web-- each network involved is gaining its own ratings. No networks have started sharing resources, becoming a single monopoly (part of what was feared).

However, there are some series on the Web that do not exist on television (such as "Undercover," by the Onion).

So far, there is a healthy relationship between these two outlets of media. How much longer can this relationship go, not threatened? I suspect that the amount of independent Web series will increase, and perhaps they may become more popular than those on television. It's important to keep track of media growth and decline because the bottom line effects us-- the viewers (the consumers) are the ones that control the ratings.


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Gina

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