Cable can become an all-digital, interactive video search medium by ’10 if advertisers and the agencies they use buy into the opportunity, NAMIC’s multiplatform roundtable suggested Tues night. "They’ll be rudimentary forms [of search] and some expansive forms," said Time Warner Cable Media Sales pres Larry Fischer. "We’re going to challenge the markets for job listings, classified ads and Yellow Pages." User-generated content will be a big factor in the search environment "and there’s a good chance that content will be re-engineered and more engaging" to viewers, added Ember Media’s Clayton Banks. For that to happen, cable operators and programmers must shift advertiser participation from a cost-per-thousand sales metric to a quantifiable "cost-per-lead or cost-per-engagement" metric, said Weather ad sales svp Liz Janneman. – Simon Applebaum

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Tuesday–December 1

Reorg at Disney

Walt Disney Television ’s chmn of entertainment Dana Walden is majorly restructuring the TV production and original content businesses. Hulu ’s SVP of content Craig Erwich is adding oversight of ABC

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