80% of ad buyers say TV doesn't work anymore

From the USA Today: Nearly four in five marketers surveyed believe that television advertising is less effective than it was just two years ago, according to a study released Wednesday.

full article here.
http://www.usatoday.com/life/television/news/2006-03-22-tv-advertising_x.htm

Our TV industry is dying. or not. Look at radio.

How has radio survived through the advent of tv, internet radio, satellite radio, webcast, podcasts, etc? Radio is still profitable, its just not the same business on the inside as it used to be.
A radio station can now be simply a sat feed into a computer, that runs a commercial insertion program. DJ's can be syndicated from across a group, even morning shows have almost disappeared.

So what changes will we make in TV?