So, the WGA has gone back to renegotiate their contracts with the producers yesterday. No word as of yet how that is going. In the meantime, advertisers are getting nervous. I only just mentioned this possibility to a colleague last week: If TV sellers can’t hold their end of the bargain (which is: deliver the target audience they promised, due to cancelled TV programmes), media buyers might actually ask for their money back! Yesterday I found this article in AdAge, talking about just that. Have a look at it for more details on what might happen as early as next quarter, if the strike doesn’t get resolved soon (and more shows have to stop production). I think that advertisers as well as networks are increasingly learning that as eyeballs are migrating to the web,  the paradigm on how online content is monetized will have to change. The crisis in TV advertising is nothing new - TIVO has been wreaking havoc with it in the US for years. But the WGA strike, which makes people with access to broadband internet look online for their video-fix, is illustrating just how ripe the time for online video is. The writers know it, the audience knows it, the media moguls know it. Now they just have to start acting on it – and allow a paradigm shift on a large scale. And the new WGA contracts will have a lot to do with the size and speed of this shift.