We do not know, at that point, that maybe those dollars are being allocated from local budgets. It is this lack of clearly defined lines between local and pan-regional budgets that is causing much of the difficulty. But advertising reps contend the solution isn't as simple as merely slicing their clients' budgets in two. The problem doesn't go away. You can't just magically have money in the centre.
Money usually comes from the markets into the centre.
Chamberlin says that while many of her clients want to advertise just in Mexico, some want to cover the entire region. The local operators probably need to understand the totality of the market they're working in. They think it's just Mexico, and it isn't. Ashley Marable, Fox Latin America's vice president of programming, says rates are just one small part of the issue. The whole concept of us being allowed to bring in channels with commercials is kind of foreign for operators.