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Media are in a business where a gain or loss of one percentage point in the Nielsen Ratings, advertisers' needs avoid programs with serious complexities, advertisers' needs avoid programs that cause people to change the channel, advertisers' needs avoid programs with disturbing controversies, a gain or loss of one percentage point in the Nielsen Ratings translates to $80 to $100 Million change in advertising revenue in one year, $80 to $100 Million change in advertising revenue in one year profoundly affects policy, that cause people to change the channel which is very costly, that cause people to change the channel like cultural matter, that cause people to change the channel like critical matters, that cause people to change the channel like documentaries, Media Promote how their programs, their programs serve advertisers' needs