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Ultimately, broadcasters and advertisers have to change the way they do business or they run the risk of linear TV becoming obsolete.

Charlie Ergen
Running, Risk, Way
"Dish's Charlie Ergen: Networks' Criticism of Ad-Skipping Service Is 'Disingenuous'" by Georg Szalai, www.hollywoodreporter.com. June 8, 2012.
Ultimately, broadcasters and advertisers have to change the way they do business or they run the risk of linear TV becoming obsolete.