the milton burl show. so many people would go to the bathroom at a commercial break that water pressure would fall in some cities. start warning people. could you hold it in or go before? this was a sensation television and available and accessible to everybody. it wasn't elitist at all. finally, talk about a conformist culture. james dean or marlon brando. marilyn monroe, a sex object, but she moves the boundaries of sexuality. this is an era of a lot of creativity culturally, a lot of things going on, a lot of change. it serves as a basis of the '60s, a revolutionary cultural change. still it's there in the '50s. sex appeal and rebels. rebels without a cause. even james dean would die in this era. the lead art. pushing the boundaries of art. it wasn't conformist at all. and a youth culture. look at elvis presley. he was able to bring african-american music to white people. when he showed up on the ed sullivan show, and over 80% of television viewers watched it in the late 1950s on that show. it was a sen

but ever since milton burl decided to put a model in front of a refrigerator and created modern television, it takes the advertiser and the platform to figure out how to use whatever platform you're using. 900 million people, you got a fish there. you just have to figure out how to fish there best. >> daina, i get what you're saying. and have i often questioned the model itself there is a lot of faith that goes on with companies advertising, getting a direct return on its money. but you have to admit, the revenue that existed for television, cable, facebook, isn't a traditional advertising model effective for that reason? >> i think the model is shifting. it's not about region frequency anymore. it's about how do you participate with these new constituents. and really, the onus is on us to make the experience really about a relationship. and it's not that it doesn't work, it's that it's very fundamentally changing from the way it used to be. >> so what is it going to look like in five years? what is the more effective model? >> the more effective model is that we are engaging in relationsh

past recipients like lucille ball, milton burle.e hollywood reporter, guess what, barbara walters, she will step in and be roast master. that's what they pride themselves on. i'm sure betty white can keep up. >> she is sharp and looks beautiful. amazing. coming up, new report that might have cows thug about changing its mascot from the golden bear to the bookworm. >>> dow jones down 600 points. >> no matter how you slice it, live look from san jose. hp pavilion. sun coming up. take you on oar to sonoma grade seeing traffic flow on by. we will be back in a moment with all the day's news. [ male announcer ] with all your car does for you, he really wants to hear those three little words: chevron with techron. care for your car. never in my lifetime did i think i could walk 60 miles in 3 days. if my mom can fight and beat breast cancer, i can walk 60 miles. (woman) the fund-raising was the easiest part. people were very giving. complete strangers wanting to help. i knew someday i was gonna do this walk. if i can do this, you definitely