Broadcasters are caught in a cost/price squeeze. TV’s declining economy is now reflected by a buyers’ market in the medium. TV can grow no more because its audience is near the saturation point. The rate structure is threatened because the audience is getting choosier. A growing number of sponsors question the value of TV advertising. If that all sounds familiar, well, no wonder. These are articles of faith among those who conquered their fear, denial, blind faith and desperate attachments to the status quo at last to face the reality of the gathering Chaos Scenario.