Actually, if they were innovating, or planning to innovate, that would be something. But they're not innovating (or rather, nothing in the article led me to believe that they are). They're desperately trying to find a way to map their business from the old media (Television) to new one (the Internet). The new transcends the old. What worked well on one isn't necessarily going to work well on the other, and unless they "get" this sometime between now and launch, they'll fail.