Advertisers and the networks are aware of the accelerating pace of change, and that in order to remain valuable, let alone viable, the networks have to reflect the quickening pace of technology and incorporate it into their business model.

NBC and advertisers would ideally like to have maximum momentum moving into the Olympics in order to promote them.

You must change in order to survive.

We're always good defensively and that shouldn't change. Offensively, we have Jess and Julia in the middle of the order. The rest we'll have to figure out as we go.

he said. ''It's significantly more difficult to make a sitcom that has broad sociological touch points. The same dynamic plays out on the big screen. You can have a constituency for 'Monster-in-Law' and 'Harold & Kumar Go to White Castle,' but never the two shall meet.

As CBS recently proved with the live streaming of the NCAA tournament, content is the once and forever king. So it's entirely strategic and smart for ABC and other networks to show their best programs on multiple platforms.