1. Twitter has Facebook beat on mobile ad dollars, but Mark Zuckerberg plans to change that. Facebook is also developing new strategies for web ads, including sponsored search results. And in an effort to maintain the integrity of perceived value, Facebook is cracking down on fake “likes.”

2. USA Today has completed a web-inspired redesign, but newspapers are still mired in a world where they’re getting only $1 in digital ad revenue for every $25 they lose in print ad revenue. The Village Voice seems in dire shape, and entertainment industry trades are fighting to stay relevant. Maybe they all need to look at Reddit.

3. The most interesting conversations in the wake of Amazon unveiling its new Kindles involve debates about Amazon’s stated strategy to go for slim profit margins on hardware and reap bigger rewards on the digital goods people purchase to use on that hardware, which is counter to the Apple model. Though early reviews of the new Kindles don’t indicate that it’s an iPad killer, some think Google should at least be worried.

4. The new Wii U console will be available in the US on November 18 (though don’t bother checking Amazon for a pre-order), in Europe a few weeks later, and in Japan in early December. Its price has proved to be controversial, though a price cut will likely come later, and we may even be treated to a console price war over the holidays.

5. Even with the profitability of music streaming still in question, Nokia has launched a free streaming music service for smartphones, and Apple has a streaming radio service in the works that would use your iTunes history to select songs. This would pose a challenge Pandora, which saw its stock plunge on the news. Meanwhile, Spotify is making some changes, with a browser-based version coming soon.

6. After 20 months of investigating and over a million warning letters sent, a French anti-piracy agency now has a conviction to point to under its “three strikes and you’re fined” law: $200 is the price to be paid for two pirated Rihanna songs. In the US, a music-sharer has seen her fine reimposed: $220,000 for 24 songs. And Pirate Bay’s co-founder has been arrested; the penalty he faces is a little bigger.

7. Film (as a format) is dying, with Fuji as the latest abandoner, and studios are trying to adapt, with Warner Bros. especially devoting considerable attention to developing digital media options. Warners hopes that its Flixster and UltraViolet combo will encourage people to buy movies rather than rent, and Fox has similar motivation behind its plans to release digital versions of films before disc versions. A new digital storefront could help UltraViolet, while Amazon Prime Instant Video has gotten a boost from a film deal with Epix.

8. The Telluride Film Festival  marked the start of Oscar bait season, and Ben Affleck’s Argo and the documentary The Gatekeepers left with the most buzz. Meanwhile, the frenzied Toronto International Film Festival saw very active sales, with Lionsgate being an especially aggressive buyer, while Sony Pictures Classics, The Gatekeepers’ distributor, was busy showing off its wares, and documentaries grabbed a lot of attention.

9. The acquisition of AMC theaters by Chinese mogul Dalian Wanda is officially complete, and Wanda is now eyeing other US entertainment purchases. Back in China, the film industry is booming, but tensions with Hollywood are increasing due to import restrictions. China at least wants some Hollywood imports, though, especially those films they’ve got product placements in.

10. Some of the finer News for TV Majors posts from the past few weeks: CBS Threatens Dish, Hurry-Up Problems, NBC is NBCU’s Priority, CBS Adjusts Schedule, Over-the-Top Increases, Netflix Good & Bad, Breaking Bad Story Sync, Colbert & Religion, No New Apple TV Products, Gilligan Interviews, Fall Schedule.

1. The fight over the R rating given to the Weinstein Co.’s Bully is intensifying, and as many rally around the film, it’s looking like it will be released without a rating. Getting slightly less attention, as any non-shirtlessness story tied to Matthew McConaughey will, is the NC-17 rating given to Killer Joe for violence and sexuality. Meanwhile, Lionsgate UK (ding!) trimmed seven seconds from The Hunger Games to drop the restricted age limit from 15 to 12.

2. Iran cancelled a planned celebration of Oscar-winning director Asghar Farhadi, with no indication why, but Farhadi still says he loves Iran and will never leave. Well, except maybe to make films, and he thought Paris looked like a good place for that. He might notice while he’s there how France has celebrated Oscar-winning actor Jean Dujardin.

3. The Guardian’s David Cox says Hollywood is courting older viewers now who don’t want special effects-laden blockbusters (ah, so that’s why John Carter bombed…or did it?). But theaters are still courting youth and their ever-present mobile phones, and Hollywood is offering any number of ways to watch movies on handheld devices, including wristwatches. (Somehow I don’t think a movie-viewing wristwatch is something I should get grandpa for his birthday this year.)

4. Wal-mart announced its “disc to digital” service for Ultraviolet, which could be make-or-break for UltraViolet, but Peter Kafka thinks it will be a tough sell given the various restrictions and inconveniences that come with it. But as a recent ruling against DVD-ripping technology Kaleidescape indicates, restrictions and inconveniences are the rule right now.

5. Nielsen stats say over half of US households have current gaming consoles in the home and gaming on mobile and tablet platforms is on the rise, and it looks like we’ll also have a new Xbox as an option by 2013. If we end up unhappy with our Xbox games, apparently we can sue the FTC over them, as gamers frustrated with the ending of Mass Effect 3 have done, though the game’s executive producer defends the ending and other perceived failings of the game.

6. More interesting stats courtesy of Nielsen: More women than men are blogging, and just over half of bloggers are parents with under-18 kids in the house. That might be related to why so many are impatient with slow-loading websites. But just imagine how tough it is to be a blogger in one of the Internet Enemies countries.

7. We’re not quite sure yet if tablets are hurting e-reader sales, and we’re not quite sure yet about how Kindle Singles are selling or how much money authors can make from them exactly, and we’re not quite sure yet if the Department of Justice has a case to make against publishers for colluding with Apple, and against Amazon, on e-books prices or even what e-books should cost. But we’re getting there.

8. A UK college student is being extradited to the US to face copyright infringement charges for hosting links to pirated media on his website. This is leading to a larger conversation in the UK over extradition laws, reaching all the way to the highest offices in each land.

9. Yahoo is suing Facebook over patents. Facebook says it’s disappointed and plans to fight back, though some expect Facebook to eventually settle or outright buy some of Yahoo’s patents.

10. Some of the finer News for TV Majors posts from the past few weeks: Luck Cancelled, Community Ratings, 2011 Ad Revenue Down, BBC Downloads, CW Shortens Delay, Return of The Killing, Amazon-Discovery Deal, Viacom Blog, Aereo Countersues, Netflix Branding, Mad Men & Weiner, Pay-As-You-Go Service, Teens Watching More, New UK Channel, Netflix & Apple, Ownership Rule Countered, Death of Cable.

1. There have been a flood of articles the past few weeks about how the conversion to digital projection threatens the future of small, independent theaters, historic movie houses, and drive-ins, and it’s been most interesting to see the local news stories about how individual theaters will cope and what the loss of a theater might mean to a local community, in an era when it’s already tough to get people out to theaters.

2. Because I skipped a week here, this is old news by this point, but still worth making sure you saw it: Joe Biden helped to negotiate a new deal with China that will allow more Hollywood films into the country, and even independent filmmakers got some bonuses from it. And you know what, I didn’t think I was going to get a Lionsgate reference in this time, but while googling for more info on the China deal, I saw that Lionsgate has signed a video-on-demand deal in China. Thanks to Lionsgate, the Chinese will get to see Dirty Dancing whenever they want!

3. Hollywood foreclosures are up, a consequence of new technologies, says Greg Sandoval, and there could be even more empty homes in LA in coming days as new laws requiring condoms are prompting the porn industry to threaten leaving the area, plus porn stars in particular are struggling financially.

4. Netflix has resurrected the Qwikster idea again, offering a DVD-only monthly plan, but unfortunately we don’t get to laugh at the dumb name this time around, as it doesn’t have any special name. Peter Kafka still sees this as Netflix not really caring about DVDs; indeed, CEO Reed Hastings keeps saying streaming is the end goal. Meanwhile, Blockbuster stores are just about at their end, period.

5. While Netflix is all about streaming, Warner Bros. is looking more to the cloud and to downloadable content. Wal-Mart is looking to help out the UltraViolet system with in-store instruction. And Facebook is looking to start a trend of social cinema by hosting movies on its site.

6. Spotify is still struggling to convince some musicians that their service is financially advantageous for artists, but music label chiefs are starting to be won over. Google Music isn’t working out as hoped yet, though, and we’re still waiting to see what Apple might offer in a streaming service within the current online music landscape.

7. Video game retail sales dropped significantly in January compared to last year, while social gaming from companies like Zynga, now trying to separate itself from Facebook, is more promising, and kids love the iPad for games.

8. A few weeks ago, I hadn’t even heard of Pinterest. Now I could fill a whole WAYM post with links to Pinterest articles alone. Of course, I probably don’t need to include them in WAYM because you’ve heard of nothing but Pinterest lately, but here are a few just in case you’ve somehow missed out on the Pinterest frenzy: Pinterest’s traffic has been huge and user engagement figures are high, especially among women. The service mainly makes money from affiliate links, and there’s some question about how much users realize this (and if they would care). Pinterest has been a boon for small businesses, but it perhaps has a porn problem on the horizon.

9. If Pinterest is for women, apparently Google+ is for men. Not that many men, though, as  Google+ continues to languish, unused by most. But some say Google doesn’t care if you use Google+ regularly or not. The point is getting you just to sign up so Google can grab your biographical data.

10. Some of the finer News for TV Majors posts from the past few weeks: NBC Wins Sweeps (Sorta), Apple Being Tough, Aereo Streaming Service & Aereo Doomed & Aereo Sued, Fall Pilots & Pilot Analysis, Mad Men Marketing, DVR Use Stats, TV Everywhere,  GOP in HW, Doctor Who Fandom, Google’s TV Efforts, Decline of the Episode & More on Episodes, New Comcast Channels, Comcast Going After Netflix, BSkyB’s Internet TV Plan.

1. One analyst is telling the Hollywood studios to defy exhibitor objections and make early video-on-demand releases of theatrical films happen. Funny or Die likes that idea so much, it’s making Tim and Eric’s Billion Dollar Movie available online even before it hits theaters. One theater chain has boycotted One for the Money not because of distribution objections; they’re mad that Lionsgate made a Groupon deal for tickets. (Just when you thought Lionsgate might not make an appearance in WAYM for once, boom, there it is.)

2. Distribution deals at Sundance have been modest but steady, as buyers forge on despite few of last year’s deals paying off. A partnership between a digital exhibitor, Cinedigm, and a veteran distributor, New Video, looks to make possible multi-platform deals for indie films, and there’s even now an automated way to submit indie films for distribution consideration. (Bonus link: Sundance awards were handed out last night.)

3. Independent films snagged 60 Oscar nominations (though you’ll see in the comments section of that article a debate over what qualifies as independent), but the French indie film Declaration of War got snubbed. Given Fox International’s new strategy of investing in foreign films made for their local markets, it seems the major studios could horn in on the foreign language film category someday soon. Once again, there won’t be many women at the Oscars for producing, directing and writing awards, as 2011 was a dismal year for female employment behind the camera. The imbalance is even worse in trailer voiceovers.

4. Tablet and e-reader sales are soaring, and about one-third of Americans own some form of e-reader now. And while e-book sales growth has been slower than many predicted, e-book lending is surging. While this seems to spell death for bookstores, some indie bookstores are growing, and African-American independent bookstores in particular illustrate that relationships with the local community are crucial to survival.

5. Musicians are increasingly objecting to streaming services carrying their music, though a Sony exec insists they don’t hurt download sales. Either way, we may end up seeing distribution windowing of music soon, and it will also be interesting to see where the RIAA’s lawsuit against ReDigi will go, as ReDigi insists it’s legal to buy and sell pre-owned iTunes music files.

6. Nintendo’s got some challenges ahead: Wii-related sales are plunging, the 3DS isn’t selling, and no one seems to know what the Wii U even is, plus the next Xbox will well surpass the Wii U in performance. Meanwhile, Microsoft managed to make a whole theme park out of the Kinect.

7. McDonald’s’ attempt to encourage #McDStories on Twitter went awry, but the #littlestories campaign has apparently gone smoother. More profoundly, an homophobic hate group’s anti-gay hashtag got brilliantly hijacked. Soon, the power of hashtag trending and hijacking will be available to right-to-left language users.

8. Comcast is tops in broadband speed, but has given up on the wireless business, while telecom companies are dumping DSL. A “Super Wi-Fi” network now exists in North Carolina using old analog TV spectrum (thus it’s technically not wi-fi) to send signals across a further range, but its future prospects are in question thanks to the spectrum bill in Congress.

9. Google seems determined to violate its traditional “don’t be evil” standards lately: the company has been accused of poaching Apple employees, conspiring with Apple and other companies to keep wages low, facilitating illegal pharmaceutical websites, misrepresenting its privacy policy and trampling on privacy rights, and detrimentally limiting access to the Google Maps platform.

10. Some of the finer News for TV Majors posts from the past two weeks: Social Growth, NAB Criticizes TWC, Stealing Downton Abbey, Leno Complaint, Netflix News, More Netflix News, Defending Episodic Viewing, Live & Streaming Audiences Diverge, TV Nudity Clause, Modern Family Placement, Fans Affect Revenge, TV Everywhere Revenue, Piracy Fight, Prime-Time GH, Letterman Booker Fired, NBC’s Flaws, New TV Analysis Site.

1. The Academy has issued new provisions for future documentary Oscar nominations, including eliminating committee determination of nominations and adding a rule that a doc has to have been reviewed by the New York Times or LA Times to qualify (intended to prevent TV docs – *side eye at HBO* – from horning in on a film award). The latter has drummed up controversy, but Michael Moore insists it’s all good. Unrelated to this controversy but related to the Academy, the organization’s chief executive Dawn Hudson is under major fire.

2. IndieWire highlights 2011’s studio box office trends, as well as what happened at the specialty box office, which was apparently so much that it required a second part. Midnight in Paris led specialty grosses, while it was a down year overall for animation. British Prime Minister David Cameron wants UK filmmakers to shoot for topping one of these box office revenue lists in 2012. And the number of studios backing films that will make such lists is reduced by one, as Lions Gate has acquired Summit, thus putting The Hunger Games and Twilight series under the same banner.

3. Warner Bros. is getting tough about its DVD rental window delay, and while Netflix has caved, Redbox and Blockbuster are poised to fight. Unfortunately, Blockbuster is also poised to die. While Netflix is cooperating with Warner Bros. on DVDs, it is pulling out of the Warners-backed UltraViolet, which has yet to take off, though now Amazon and Samsung are trying to help out.

4. Publishers Weekly highlights 2011’s print bestseller trends, and USA Today says fiction sales were the big story last year, while a post-holiday e-books sales surge is the story now. It sounds like the Nook isn’t benefiting as much as it could from that, while the Kindle Fire could end up stomping other e-reader devices in the end, including the regular Kindle, not to mention other tablets.

5. Music stocks were mixed in 2011, vinyl album sales soared, rock sales were up, and digital sales surpassed physical sales for the first time, but indie labels got just a 12% cut of overall music sales. Most strikingly, only about 2% of the total album releases were responsible for 90% of new album revenue in 2011.

6. You might be tired of reading here about how video game sales in the US are slipping, so I’ll change it up for you: video game sales in the UK are slipping. The Consumer Electronics Show presented some hope for revitalizing the gaming industry, from Nintendo’s Wii U to Microsoft’s Kinect for Windows.

7. Twitter failed to predict the Iowa caucus winner but nailed it in New Hampshire, and the main takeaway is that Ron Paul could totally be the president of Twitter if he wanted. Twitter did pretty good at predicting a health epidemic, but it apparently falls short on fighting against pedophiles.

8. Twitter got mad at Google for incorporating Google+ into search data because it might diminish Twitter’s influence, and Google was all, This is your own fault, jerks. Facebook got snooty about it more quietly. Some think this is a big mistake by Google; others see it as pushing Google ahead in the online identity race. Google+ is growing, but I don’t think it’ll get to 1 billion users by August like Facebook.

9. Around the world in three sentences: Belarusians can no longer access foreign websites and India is threatening China-style controls, whereas in Sweden file-sharing has been recognized as a religion. Text messaging is declining in some countries, and globally, a mere 1% of bandwidth users are consuming half of all the traffic. Apple supplier factories in the Far East are rife with labor violations, as a This American Life segment recently exposed.

10. Some of the finer News for TV Majors posts from the past two weeks: All the TCA posts, Great Television Women, New TVs, iPad Value for Cable, Court Leaning Toward Indecency Regs, 2 Broke Girls at TCA, More Content to Xbox, Netflix’s UK Launch, Moffat & Sexism, Defending Pop Culture Studies, Louis CK’s Lesson, HBO Ends Netflix Discount, Consumer Usage Report, Reality TV Class, Comcast-Disney Deal, Netflix Doubles Up Hulu, Netflix Originals Plan, Viewing Stats, Internet Changing Syndication.

1. Most of us are going online for no good reason, and while the new .xxx domain may give you a reason to go online, it seems like the most action thus far has just revolved around people buying up domain names, with even colleges buying them solely to keep anyone from posting naughty things under their brands (I bet USC could do something with theirs, though). Lance Ulanoff says this illustrates that the domain is already a failed idea.

2. October was a record-setting month for online video consumption, and Facebook jumped up behind YouTube as the second most-visited video outlet, though it’s still mostly just a gateway to other sites. Facebook has a long way to go to catch up with YouTube, which garners as many as 400 million mobile views a day, but maybe if it can host more charming ads it’ll get there quicker.

3. The studios behind UltraViolet haven’t really gotten it to work right yet, but already they’re launching it in the UK and eyeing global expansion. One could at least credit them for trying to give some consumers what they want, which studies say is the only way to limit piracy (or they could just do what China does, as Chris Dodd thinks sounds ok). Some think VOD could greatly help indie film, but Anthony Kaufman argues that indie films should be seen on theater screens, not on computer screens.

4. It’s Awards Season! Nominations and winners have thus far included the Independent Spirit Awards (which made Kevin Smith sad), the European Film Awards (which made Lars Von Trier happy), the New York Film Critics Circle (which made Brad Pitt doubly excited), the Gotham Independent Awards (which made Tom Hall reflective), and the National Board of Review (which made Georges Melies cool again). Thinking toward next year’s awards cycle, you can check out the films that will be in competition at Sundance in 2012.

5. Steven Spielberg has grumbled that there aren’t many great movies being made anymore, so perhaps he doesn’t like fanfiction films or films about men in crisis or films indicating whatever the Oscars nominations will tell us the zeitgeist currently is. Maybe some great films can emerge via the global independent financing system that is rearing up.

6. I’m thinking I should approach Lionsgate to sponsor WAYM, because it’s in here so often: Lionsgate is talking merger with Summit again, but the deal could derail and someone else could swoop up Summit, thus requiring me to talk about Lionsgate here again next time. But Lionsgate’s chairman predicts a steady 2012, so maybe there won’t be as much Lionsgate news next year. Unrelated to Lionsgate but related to indie film news I found interesting, The Way and Margin Call have found ways to buck the down trend for indie box office.

7. Amazon is making it easier for independent authors to publish e-books, which, not surprisingly, is making publishers mad. Bookstores are also getting mad at Amazon, thanks to such new practices as “showrooming.” Traditional book distribution does seem to be collapsing and print sales are dropping, which is bringing the prospect of a bookless world, and yet it seems we haven’t reduced our reliance on libraries yet.

8. Billboard looks back on the year in music. Looking back a decade, we can remember Napster. And looking at now, we can see Spotify’s latest moves, including eyeing Pandora’s niche with Spotify Radio.

9. Dance fitness games are all the rage, and Just Dance in particular flew off shelves last week, part of a good November for game sales. Just don’t go looking to buy Battlefield 3 in Iran.

10. Some of the finer News for TV Majors posts from the past two weeks: Louis Online, Sitcom Memes, OLTL Going Meta, Sutter on S4, All-American Muslim Boycott, Glee’s Drop, Childfree Women, Downton Cutbacks, Xbox Challenges Cable, Political Preferences, Fall Ratings, Cable Margins, Community Syndication Deal, USA Programming, Ownership Stats, HBO Sneers at Cord Cutters, Burke Profile, Walking Dead’s Issues.

With Christmas break coming up, that’s all the WAYM I have for you in 2011. Thanks for reading, and we’ll see you next year, Lionsgate!

1. The NY Times says Hollywood’s summer was bad; the LA Times says Hollywood’s summer was strong. Resolving this East Coast-West Coast feud is David Poland, who rips the NY Times for ridiculous spin. The Midwest’s Kristin Thompson argues that 3D had a rough summer, but drive-ins are still somehow holding on, plus now so-called microcinemas are coming on strong.

2. Lionsgate is finally free of its stalker, Carl Icahn, but who knows where it goes next. The Wrap analyzes where Revolution Studios went, and more European producers are increasingly saying they don’t need Hollywood to get where they want to go, yet many are going to Toronto rather than Venice in order to get American attention. Venice was good enough for the graphic Shame (full frontal Michael Fassbender!) to grab American attention: it’s been picked up by Fox Searchlight. (And Fassbender won the top acting award for his, um, performance.)

3. Wal-Mart claims it’s happy to work in tandem with Netflix, not against it, with its Vudu video service, but it earned a strategic victory in defeat from a lawsuit. Netflix might have to step up its lobbying spending even more to keep its edge, and it’s also seeing what it can do in Latin America, taking on another piracy hotbed. The Weinstein Co. is now embarking on a video-on-demand effort, and Kevin Smith’s Red State-on-demand experiment continues and will be augmented by a one-night simulcast theatrical screening.

4. Music sales in 2011 are up thanks to digital sales, and Hypebot’s Natalie Cheng says even stores that sell physical music media are reflecting the impact of digital. The National Association of Recording Merchandisers (yes, that’s NARM, Nate Fisher fans) is fighting to find its place in the digital/cloud world. Justin Timberlake is fighting to give MySpace a place in the future of music, and Facebook may get involved in the music game soon too, while it was clarified this week that the iTunes Match cloud service will not offer streaming.

5. Bitmob’s Rus McLaughlin says digital distribution is the new console war, though that doesn’t mean the console wars are over, as we might see a new Playstation by 2013. Business Insider gets us chartastically up to speed on the state of the video game business, while another Bitmob writer laments how much gaming costs the consumer these days. He might be interested in the new WiFi-free PSP being developed for budget-strapped youth.

6. Apple fought Flash and apparently has won, but the iPhone is still fighting to catch up to Android for the biggest share among the 40% of mobile phone users who have smartphones (and here I thought I was the only one whose phone only makes phone calls). Apple’s also fighting against Samsung all over the world and against counterfeits all over China, where a fake Viagra expert could come in handy. And Apple’s opening real stores in Hong Kong and London; the latter will literally block the sun.

7. Craziness at AOL this week. Craziness at Yahoo this week. Hey, maybe AOL and Yahoo should get together! Bad idea? Or not even an idea?

8. Google just turned 13 years old, and the company started its teen years by buying a shiny new company, Zagat. This could add to Yelp’s and Groupon’s already existing troubles plus raise concerns about search neutrality.  Google is also ridding itself of some excess baggage in shutting down a group of products. Meanwhile, Amazon is working on a significant website redesign that seems to emphasize digital goods over physical products, and the company cut a deal with California on sales taxes.

9. Tumblr has reached 10 billion posts, Twitter has 100 million active users and just had an $800 million funding round, Facebook is on track for a $3 billion year (if not quite the year originally projected), and Google+ is well short of millions and billions of anything.

10. Some of the finer News for TV Majors (@N4TVM) post from the past two weeks: Men in Crisis, Sorkin & HBO, Decline of Female Writers, Soap Oral History, NFL Overexposure, Reality TV Lives, Nielsen Numbers, Soap Stars Sign, TV Cloud, BitTorrent TV, Global Streaming Increases, Starz Leaves Netflix, Warner as TV Factory, DMA Rankings, State of AMC, British Sitcom Appeal, AMC Talk, Arts Losses, Google & TV, Hulu’s Performance.

AMC was reportedly demanding that future episodes of Mad Men run several minutes shorter to make room for more advertisements, that more explicit product integration be accommodated, and that per-episode costs be reduced by eliminating some cast members.  Mad Men is a program narratively set in an advertising agency.  It has been used by AMC as a fulcrum in the cable channel’s attempts to transition from an exclusively carriage-fee to an increasingly advertiser-based revenue stream.  So these demands are not surprising.

On the other hand, Mad Men signals for AMC the switch from “classic” movie programming to a growing palette of well publicized and critically well received original productions.  Mad Men‘s first four seasons have garnered vast acclaim, won multiple awards, attracted new (and slightly younger) viewers, and put AMC on Madison Avenue’s map.  One might say it has successfully made over AMC, producing a newly identifiable and desirable brand (for advertisers and certain viewers).  So the fact that a settlement was ultimately reached and Mad Men will have three more seasons (albeit with “contained” budgets, two-minute-shorter episodes, and more prominent product placement) is also not surprising.

What would have been surprising would have been if AMC had refused to renew the program and simply cancelled the show absent its demands being met.  But here’s the thing:  it would have been surprising, but no longer unthinkable.

At one time a network might have been grateful or felt indebted or at least tried to maintain the tent pole foisted by such an important show for as long as possible (think of NBC’s outrageous offerings to Warner Bros to keep ER and Friends on the air in the 1990s).  Things have changed.  It is no longer impossible to imagine that AMC might move on, leaving its signature show behind.  As it is, new episodes will not be seen until March 2012, 14 or 15 months after the most recent episode.  AMC has 4 other new shows to debut this year.  And Mad Men has never had stellar ratings.  It is not even currently the highest rated show on AMC (The Walking Dead has it beat).  Most important, however, it comes down to this:  so far as AMC is concerned, the show’s work is done.  AMC is now an established presence in original programming and advertising.  Thank you very much.

Mad Men meanwhile finds itself in an increasingly common position for primetime programming, one of indeterminate value.  To remain valuable to AMC—and thus worth renewing—Mad Men must remain difficult to see anywhere else and at least a bit less desirable to view after AMC shows it.  That is it must circulate in an economy of scarcity with transient (i.e. diminishing) value.  Thus only clips and promotional footage are legally streamable online, with full episodes restricted to AMC, then for sale on iTunes and months later DVD.  At the same time, however, for Mad Men to put AMC on the map, generate buzz and audiences, attract hip advertisers, and for that matter produce an afterlife—generating both residuals and brand new revenue for its producers beyond AMC, it has to maintain its value and be readily accessible everywhere viewers go.  In other words in addition to being scarce and transient it must also be durable and ubiquitous.  That is why you can Mad Men Yourself, follow people pretending to be characters on Twitter, have bought Barbie Dolls, Banana Republic apparel, DVDs, books, music and many other Mad Men products, and why Weiner went to the fansite “Basket of Kisses” during contract negotiations: maintenance of a vigorous afterlife.

As viewing practices change and the television industry adapts to new economics, even successful programs—much like the labor they employ—are finding their value uncertain, caught between competing and incompatible economies of circulation: scarcity and ubiquity, transience and durability.  While Mad Men‘s future has now been determined, the next successful show’s renewal negotiations are all the more precarious.  Meanwhile, over the final three seasons, Daily Variety suggests that the cast and crew—even “topliners”—are unlikely to receive large raises for their efforts on this hit show, which operates now with “an understanding that producers will have to be creative and judicious with the cast budget going forward.” AMC on the other hand continues its rewarding institutional makeover and Matthew Weiner is set to receive $30 million.