Media Perspective: Many broadcasters face being stuck in a downward spiral.

'We're fucked.' The summary chart of a TV broadcaster's board presentation on 2009, just before Christmas. A technical term, apparently.

TV is totally exposed. It cannot control or limit its decline. Its cost model - station average price - means less revenue equals cheaper costs Bizarrely, more audience also means cheaper costs. Both true in probably every month of 2009. For consumers, TV has never been better, the very epicentre of people's lives. Still 25 hours, on average, of their waking time.

If you started again with a blank sheet of paper, broadcaster investment in programming and audience would have been rewarded by increased prices - something worth paying more for. Ironically, if CRR and one ITV didn't exist, the TV broadcasters would have removed revenue publication and looked to charging more for more, not less for more.

CRR is the shackle, but CRR is not why TV is where it is. It's because station average price still exists, and it keeps getting cheaper. Value is rewarded by share, not volume. Advertisers can spend less and get more, with no pre-requisite to maintain or increase spend. Digital TV penetration, viewing and naturally cheaper channels have ensured TV has maintained its death-grip on itself with a self-perpetuating downward cost spiral. Clients, procurement, auditors, us - none of us want to give up this trading method. Like smokers who light up after reading '... this will kill you' on the packet.

The end game of this head in the sand, or, as in my case, head not in the sand, will lead to ...