At the same time, a network, with the increased leverage of controlling enough national distribution all by itself to satisfy most advertisers, would have no further incentive to pay affiliates to carry its programming.

And he has to satisfy not just big-money mailers and advertisers for whom the Postal Service is the ultimate middleman, but 250 million users - and potential critics - of the mails.

The challenge is striking the right balance to satisfy users, advertisers and shareholders.

ABC has sought and won a core that will satisfy advertisers seeking younger audiences.

The Post's leaders make no secret of the fact that they are starting a Sunday paper to satisfy advertisers.

On Monday, in an effort to satisfy advertisers who want to reach suburban commuters in the morning, The Post began printing an early edition at midnight that will be available by the morning rush hour.

Commercial television networks are even more handicapped; to satisfy advertisers, incredible numbers of people must tune in to their programs.

The networks are also trying to satisfy advertisers who are tight with their money in difficult economic times and are grasping for a younger audience that has grown up with potty-mouthed realism.

Approaches that give viewers total control, like video-on-demand, may not ultimately satisfy advertisers, whereas other approaches may not interest consumers, Mr. Cassar said.

Some game players worry that such ads will be distracting, while some game developers are concerned about having to modify their designs to satisfy advertisers.