Look, we knew there was going to be a fallout because advertisers take a cautious approach to risky shows. We've been through it before. Our competitors have been through it. If the show performs, we find that people get comfortable and advertisers come back.

Genre (shows) are tricky, but when it hits, it can hit huge. Part of my plan coming in the door was, 'Let's do some bigger ideas.' Lost kind of beat us to the punch with that a little bit by making one stick.

This is one of those shows that sizzled from pitch to script to finished pilot. Michael Dinner directed a pilot that you can't take your eyes off of. It will certainly be one of the most compelling new Fall series, so we wanted to express our confidence in it now and give the producers the extra lead time to develop the series.

It is a risky strategy.

The department is taking a cautious approach on this.

This is probably a test of whether advertisers are willing to see Google as a place to get all kinds of advertisements rather than just online.