In a broad and sweeping move that will send out reverberations similar in impact to the first sixteen bars of a Van Halen song, the Cabletelevision Advertising Bureau announced that they shall have nothing further to do with a major attempt to commoditize television advertising time by making that time available for purchase in an online auction type venue. New York Times.com (registration required) reported that the Cabletelevision Advertising Bureau, a New York based trade group, has officially backed away from the proposition citing a quote from Sean Cunningham, president and chief executive of the cable association clearly stating that, "We don't believe that eBay is going to get this right."

Using the word "boycott," cable entertainment providers including ESPN, Discovery Channel, and Lifetime have officially exited the program, leaving the eBay (NASDAQ: EBAY) headed project without any air time to sell. A consortium of heavy hitters were backing eBay in the experiment and had committed up to $50 million to build and test the model. Now though, they may be left high and dry, wondering if they have hired eBay expertise for zero gain after all.

Perhaps the most powerful statement in this situation so far is the reluctance of Google to issue any statement at all regarding the cable television pullout, as evidenced in a Jupiter Research blog post by David Card. Being that Google (NASDAQ: GOOG) is so deeply entrenched in the internet as an advertising sales vehicle, one must suppose that they have taken this development pretty hard. That is, of course, unless they approached it with a "wait and see" attitude right from the start. If no statement issues from Google in the coming week, we might be tempted to think that Google suspected that the effort could fail miserably from the time it got off the ground.

I warned of this development quite some time ago in a comment section right here on a BloggingStock eBay post. I cited the fact that the television advertising industry has had a very firm grip on what they are doing for about 50 or so years now. I find it silly to think that the program would be changed over night. Just because a few talking heads say they want to take over the sale of television advertising time won't make it so. Personally, I think trying to change the dynamics of how television advertising is sold would be something similar to trying to sink the USS Enterprise with a .22 pistol.

But that's just my opinion.