we talked to jeanine poggi, stuart elliott and jason deland. >> it's sort of like a smorgasbord or cafeteria. you go down the tables and pick out there's patriotism, emotion, there is humor, there is celebrities, there is hit music, there is surprise endings. there are all these elements that help build a good super bowl commercial. >> rose: and we talk to amos gitai and his film "rabin, the last day." >> three main forces, hallucinating ray buys with the strains, and the strong lobby of the settlers and the parliamentary right b, that i'm not sure wanted to kill rabin but they definitely wanted to get rid of him in power, and, so, we started to research and this is the raw material of the script. >> rose: the president visits a mosque, super bowl ads are upon us, an israeli film maker talks ability rabin when we continue. >> rose: funding for "charlie rose" has been provided by: >> rose: additional funding provided by: >> and by bloomberg, a provider of multimedia news and information services worldwide. captioning sponsored by rose communications from our studios in new york city, this is

jeanine poggi, stuart elliott, and jason deland . $5 million for 30 seconds?art: it can be a bargain if it is properly leveraged, online, social media, the working it before, during, and after the game. i assume there's no magic formula. what do the best have? stuart: there's a smorgasbord. humor, celebrities, patriotism, surprise endings. p build aese hel good commercial. but, if there was a magic formula, all of them would be perfect. there are many clunkers down through the years, notorious for being the failures. charlie: who has had the biggest success? budweiser, territo, mcdonald's has had some good commercials in the past. cars, can you remember? folks wagon, the force-- force.gen, the they're a lot more lighthearted this year. there are teasers on social media sites. announcers are talking during the game about the brand, what a better way to have a conversation? charlie: what goes into it? what goes into this show, charlie? [laughter] good for you're really them,and, meaning for yourng for the product, striking a chord and making some meaning there.

here to help us is paul sweeney who knows all things media as well as jason deland who is partner ofs coming out. what will you be looking at? paul: for a lot of these media companies, investors will be looking at the cable network business. that is the part that spirit people last summer when they said, this court cutting thing is starting to affect our business. we are certain to lose subscribers on the margin. even espn disclosed loss of subscribers. david: didn't i read there was a correction from dustin on espn numbers. there was a problem with the boxes. paul: there is a debate between disney and nielsen. court cutting is occurring. they are losing subscribing best subscribers. they actually gained video subscribers in the fourth quarter. what i think that did for a lot of media investors, ok, court cutting is real but the pace will not as fast as some bare spot. stephanie: jason, we like to talk about will approve or not so bulletproof espn. if you look at college football playoffs, down. ad givebacks. super bowl ads happen but once a year. at dollars are so important. for a c

. -- deland. fire. jason: the man who went on a in orlando is headed to trial he was shot by a sheriff' s deputy. questions remain about his little state. he is charged with aggravated assault. wesh 2 new sunrise continues after this break. (phone ringing) you can't deal with something, by ignoring it. but that's how some presidential candidates seem to be dealing with social security. americans work hard, and pay into it. so our next president needs a real plan to keep it strong. (elephant noise) (donkey noise) hey candidates, i don't know what i'm doing. i can't find anything just when i think it's just not going to work. this woman that works there comes over and asks can i help you? and he was so happy, to do it amazing right? i never would have expected would have thought that anyone would find that do that. make that go out of their way for me. right then, right there i couldn't believe it he was so helpful i know it's such a small thing little thing. simple thing but it made me smile made me happy made

jason: we' ve got breaking news at noon today. a deland man is facing 35 years in prison, after pleading no contest to running over a horse and its rider. good afternoon i' m jason guy. michelle: and i' m michelle imperato. this happened exactly one year ago. wesh 2' s brett connolly is in the breaking news center. brett, he didn' t enter his plea too long ago. brett: we were expecting jury selection today. instead, we' ll have no trial and no jury. todd pleads no contest and now killing a horse. this was in the french landing near orange city, where four people were riding horses. one of the riders was upset todd raced down the road so close to the horses. todd got into an argument with the horseback riders, and then intentionally drove at the group, hitting and killing a horse, and injuring a rider, who suffered a broken collar bone. the 22-year-old was arrested 30 miles from the scene, with horse hair stuck in the grill of his full-size pickup. he entered the plea this morning, just as his trial was set to begin. his felony charges incl

jason: alex, thank you. in deland, four people are looking for a home after a house fire. this home was engulfed in flames about three hours ago on south' s own street in deland. we don' t have that video now, but there' s heavy damage to that home. the roof collapsed during that fire. it also burned a van in the front yard. one person inside suffered a minor cut to the arm. we' re going to grab that video and show you later on. in the meantime, let' s get back over to michelle and jason. michelle: thank you so much. >> [indiscernible] trial today in orange county. last august, armando went on a rampage outside of the wwe facility in orlando and it ended when he was shot by a sheriff' s deputy. questions remain about his mental state. >> [shouting] michelle: concerned employees called 911. they reported that he had a knife. in video, you see him grab something from the ground and then charge. deputies charged him with aggravated assault. his father told wesh 2 that his son has a history of mental health problems. we will let you know what happens. jason: happening today, a

deland. ultimately, a game one by bethune-cookman. that is a quick look at sports. jason: six dogs found abandoned in a south florida dog dumping ground are now in the care of veterinarians in central florida. animal hospital. they were all rescued from an hundreds of abandoned dogs roam. some of these dogs have tumors and ear infections. poodle and put rescue hopes to amy: good morning and welcome back, take a look at lake eola where we have clouds and a little raindrop the lens. he will see some rain on an off morning commute. fairly light early on and as we head into the afternoon will see more rain and thunderstorms. our temperatures meanwhile have been a whole lot warmer this morning compared to yesterday and compared to average. 63 ocala, 60 five daytona beach. 66 melbourne and one drop a lot through sunrise because we have a whole lot of cloud cover. you can see where we are. lots of 60' s. 64 and the villages and leesburg. 62 and kissimmee and 63 in winter haven. a couple of showers still left over from the overnight. very light and flagler and marion county lifti

deland. we will top out in the lower 60' s farther south. jason: we have a crash on i-4 to tell you about. this is just after u.s. 192. it is right there at i-95. nothing slowing us down. here at the travel times. the 408 is up to speed along with i-4 in both directions. deputies were at a apartment there this morning. do we know if anyone was hurt? alex: the reports we are seeing hurt or hit. ucf news source night news says deputies have confirmed that this was a drug-related incident. a security officer here tells us the shooting happened in a building at the mercury 3100 apartment complex. according tonight news.com, deputies responded to a discharge weapon call after midnight. when they arrived, they say there was a large group standing outside who yelled swat and ran off. deputies found a gun and marijuana in an apartment. it did not appear again that anyone had been shot. no victim was located. two people are in custody. that is according tonight news -- two night news. this is the that used to be called the village at alafaya club. it is now called mercury 3100. we are in contact wi

they are still on the run this jason: covering volusia county, firefighters are trying to figure out what caused a fire that destroyed a house in deland. this is a video sent to us from a viewer. the fire broke out on mercers fernery road, just west of spring garden avenue yesterday. when firefighters arrived, they say the house was engulfed with flames. a neighbor tells us, there are no fire hydrants in the area. >> seeing how many times the water truck had to come and unload water into the resevoir here, and then go back and fill back up at the end of the road, and then another one come again. that was valuable time lost. jason: there was still a lot of smoke billowing out of the home, after the firefighters put out the flames. you can see, in this shot, there is not much left of the home. firefighters tell us no one lived there. michelle: a driver who suffered a medical emergency crashed and killed two people in sumter county. troopers say the suv crashed into two golf carts and a person walking along county road 466-a two women on one of the golf carts died. one was from new york, the other was from the villages. the pedestrian wa