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Bumper adverts make it to TV, and may make quite an impact

While the focus of attention this week in broadcast and TV networks is the merger between Discovery and Scripps, simply because it involves $14.6 billion (if you include the $2.7 billion assumption of debt), there is another scenario that is playing out which involves very little money, but which will weigh equally heavily on the future of US broadcast networks, and that’s the six second “bumper” adverts. We have written about it two months ago, when Fox said it would adopt it for a trial on its online services and that it would “eventually” use it on TV. This week it made the jump to broadcast TV, used for the first time on Fox’s Teen Choice and it has the…

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