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Redefine the Traditional Meaning of Primetime

If network television is to survive, it has to embrace the power of the Internet and redefine its traditional meaning of primetime, producer Mark Burnett said.

His comments came during an industry forum luncheon at the Museum of Television & Radio in Beverly Hills where the producer of such reality series as "Survivor," "The Apprentice" and "Rock Star: INXS" lauded the creative and financial opportunities to be found throughout the online world.

"The beautiful thing about the Internet is it's on-demand and naturally archived and has people forging communities," Burnett said. Adding that broadband in the office has made 9-to-5 the new television primetime, he continued, "I don't think anyone is bold enough to just do TV or the Internet ... but the Internet is clearly surpassing any network, and the future has to be the combination of the two."

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