As more cable networks add scripted shows to their programming lineups, they are seeing the benefits in higher ad rates. Most scripted programming costs more than unscripted shows, and advertisers are willing to foot a part of the bill. "At the outset, most everyone's going to ask for more, and most advertisers are going to be willing to pay more for things that look like more of an investment has been made," says Chris Geraci, president of broadcast at media agency OMD. "if you go out and spend an awful lot in advance on production values and all of that, chances are that will be reflected in the pricing you can get initially."
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