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[QUOTE="JeffCuse, post: 3127526, member: 1151"]
I'm wondering if there is a parallel to the way that radio stations have managed over the air commercial sponsors when they begin simulcasting on digital platforms. Hear me out...

In many cases, there are very long, in some cases multi-year contracts in place with advertisers. But the deals were based on the over the air audience, not the additional thousands of ears that will hear the content digitally, or on TV broadcasts. So radio stations do all sorts of creative things to "bump around" those over the air spots (watch Boomer and Carton on CBS Sports Net in the AM to see a station that does this a LOT). They may play music, they may cut away to different spots all together, they may just dump to a "we'll be back" graphic...Now, if these sponsors want to kick in more $, they'll stop "blocking" them...but if they dont, and the platform moves more and more to digital, eventually they will just fade away.

In this case, SU may be arguing that Carrier paid to have their name on the building but not around all the ancillary elements that could not even have been conceptualized during the original deal.
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