In marketing I've seen only one strategy that can't miss - and that is to market to your best customers first, your best prospects second and the rest of the world last.

The studios aren't going to credit the genre as much as they are, you know, the marketing of an individual thing, or whatever it was. They'll try to imitate it. They want something that has the same things-young stars from TV. They think they have the formula worked out. I just think it's a fool's game.

In marketing I've seen only one strategy that can't miss - and that is to market to your best customers first, your best prospects second and the rest of the world last.

No great marketing decisions have ever been made on quantitative data

We didn't have the largest marketing budget for the comedies to begin with, and what we had, we split between two shows. In that respect, 'Sunny' didn't get its own real launch. But we love the show and think it's only going to get better.

Don't blame the marketing department. The buck stops with the chief executive.