Shareholders of Disney (DIS) are looking forward to a little boost this

Sunday. The television series Lost is coming to an end, and there is a lot of celebratory buzz surrounding the send-off. I've never really sat down to watch the show (at least, not an entire episode all the way through), but I actually may watch the last moments of the final episode in the quizzical universe. Yes, the buzz has apparently sucked me in, too.

Yet, I have a thought to propose to the media industry: Should Disney charge viewers to see the finale?

As you may know, I am a rabid hockey fan. My team is the Columbus Blue Jackets, but I have come to appreciate good hockey as a whole. Last night, I hunkered down with my wife and brother-in-law to watch the USA take on Canada in the Olympics. What a game. Some are calling it the biggest upset since 1980's Miracle on Ice. I will play into the hype, although these were pros versus pros and anything can happen.

That said, I have to express a few opinions about the game. First, let's start with NHL Commissioner (or should I say uber-villain) Gary Bettman. Bettman believes that NHL players shouldn't compete in the Olympics because it takes away from the NHL itself. Really? The fact that your games are on Versus and once a week on NBC doesn't? How many times can the American public be force-fed Sidney Crosby and Alexander Ovechkin? Great players, but there are other players in the NHL.

NBC and Dick Ebersol aren't winning over a lot of fans with the station's coverage of the Winter Olympics. One of the network's most vociferous critics is Henry Blodget over at the Business Insider, who is calling NBC "the network that prevents you from watching the Olympics." In fact, in this rather stinging critique, Blodget takes aim at some of NBC's biggest advertisers --- which I can't say I disagree with.

Ahhh, Hulu. That wonderful destination where I can re-acquaint myself with my favorite Justin-Timberlake-on-SNL moments, catch up on episodes of Greek, and search for those old Silver Spoons clips I remember so fondly. The two-year-old website is a joint venture between Walt Disney's (DIS) ABC Network, General Electric's (GE) NBC Universal division, and News Corp.'s (NWS) FOX Entertainment Group, and is partially funded by Providence Equity Partners.

But just as online news readers may soon be charged to access The New York Times online, we may have to open our wallets for certain corners of the Hulu universe (they will likely still let me watch Silver Spoons for free).

This morning, Jefferies & Co. upgraded television network CBS Corp. (CBS), elevating the media company to buy from hold. Jefferies also upped CBS's price target to $16 from $12. According to the broker, CBS's recent strength in ad pricing indicates that more advertisers are likely to pay upfront for advertising time. This likelihood means that the company should not face uncertainty and need to resort to higher prices due to the scatter market.

The brokerage cited the fact that the third quarter of 2009 saw companies purchasing ads mere days away from the commercial's air time. This time window is now closer to four weeks. Jefferies stated, "We further note that CBS has one of the only good stories to tell advertisers with ratings up at the network."

Conan O'Brien is to receive $40 million dollars to walk away from NBC. O'Brien's agreement would bar him from bad mouthing his NBC bosses.

There has been a two week battle between NBC and O'Brien over the network's plan to move the comedian to a later 12:00 am time slot. Part of the plan is to reinstate Jay Leno in his old time slot at 11:30 p.m. which he has held for 17 years.

Shares of CBS (NYSE: CBS) are no longer rolling around in the pits of equity hell. Do you recall when they were trading around $3 per share? Nasty time it was. Amazingly, as I write this, CBS is hovering near a 52-week high. The stock is well over $12 in value.

Yet, when I look at the latest earnings report, I don't feel as upbeat as the market. According to the press release (the link goes to a .pdf file), revenues were flat for the third quarter and adjusted income dropped to 25 cents per share from the year-ago figure of 39 cents per share.

A new executive team is trying to bring MySpace back to its former glory. By focusing on music, videos and games, it hopes to recapture some of its luster. With the MySpace refugees mounting, it's time for some new blood to make some brilliant, future-changing decisions. This week, the company is holding a conference for its global ad sales team to explore ways to bring in traffic and beef up ad spending.

MySpace is poised to haul in $495 million in ad revenue this year, down 15% from last year's $585 million, according to research firm eMarketer. In August, MySpace attracted 64.2 million unique visitors from the United States, off 15% from August 2008, according to comScore, while Facebook pulled in 92.2 million unique U.S. visitors – up more than 100% year-over-year.

Last week's sleeping bull market was brought back to a woken bull market. Despite warnings from Nouriel Roubini that things were up too much too fast, the services sector actually came in above the expansion line after 11 straight months of contraction. This caused most of the excitement for the day.

Here were today's unofficial closing bell levels:

DJIA
S&P500
NASDAQ

Today's top analyst upgrades and top analyst downgrades
Today's top day trader alerts
Today's top rumors

Printers of the world unite! Feeling the squeeze from the likes of Amazon (NASDAQ: AMZN) and Apple (NASDAQ: AAPL), a group of magazine publishers is forming an industrywide joint venture ... for protection.

Led by Time Inc., a division of Time Warner (NYSE: TWX), participating companies would create a digital storefront for their content. In this way, they could peddle their goods without the hefty carve-outs that come with Amazon and Apple deals.

General Electric Co. (NYSE GE), owner of the 83 year old peacock NBC, wants to sell part of it to Comcast Corp. (NYSE: CCT), according to Alisa Roth, who reports that GE has entered into negotiations with Comcast to do just that.

Comcast is already the biggest cable operator in the country. If the deal goes through Comcast would own NBS, Bravo, CNBC and MSNBC, and other channels.

Last year, I composed a not-so-bullish appraisal of NBC Universal's Jay Leno strategy. NBC Universal, which General Electric (NYSE: GE) has an 80% stake in, wanted to make sure that Leno's services did not wind up in the hands of a competing media entity when they handed The Tonight Show over to Conan O'Brien, so they bestowed upon him a talk program to be aired weeknights at 10 PM. It debuts tonight. I basically argued that NBC would survive without Leno, and that such an odd programming choice at 10 PM, when scripted intellectual assets are usually broadcast, might not be the optimal paradigm to engage.

Well, I still feel this is a risky move, but I do have to say that an article by Scott Collins over at the Los Angeles Times has piqued my interest in the expected economical benefit that Leno-at-10 might imply. Leno might not bring in a ton of eyeballs, but his profit margin could be acceptable given the lower capital necessary to fund his extravaganza.

CBS (NYSE: CBS), the famous broadcaster that competes with Disney's (NYSE: DIS) ABC, News Corp.'s (NASDAQ: NWS) Fox, and General Electric's (NYSE: GE) NBC, reported Q2 earnings on Thursday after the bell. If you judged the performance solely by the profit drop, you would have no choice but to feel sorry for CBS. The media company made an adjusted 8 cents per share. Last year at this time, CBS pulled in an adjusted 49 cents per share.

But the market looked past the significant income decline and instead seemed to focus on the fact that management beat Wall Street's expectations by a penny, according to Earnings.com estimates. Shares of CBS were up over 7% during yesterday's after-hours session.

Here are some highlights from last week's earnings coverage from BloggingStocks:

• AK Steel Holding Corp. (NYSE: AKS) posted a smaller-than-expected Q2 net loss as steel prices rise.
• Boston Scientific Corp. (NYSE: BSX) posted a better-than-expected Q2 profit on strong overseas sales.
• Caterpillar Inc. (NYSE: CAT) shares jumped after it beat earnings, missed revenues, and offered guidance.
• DuPont (NYSE: DD) shares declined after it posted a higher-than-expected profit but lower revenue.
• Eaton Corp. (NYSE: ETN) disappointing results were a sign that the bulls are in charge, said Jim Cramer.
• General Electric Co. (NYSE: GE) Q2 earnings and sales declined, dragged down by finance and NBC units.

Julia Boorstin covered an interesting topic over at CNBC.com the other day. The Supreme Court, by electing not to review a case involving Cablevision (NYSE: CVC), essentially said that cable companies such as Comcast (NASDAQ: CMCSA) and Time Warner Cable (NYSE: TWC) can pursue digital video recorder (DVR) storage on cable-system servers. By doing this, a perceived barrier to entry for subscribing to DVR has been eliminated: you don't have to deal with a clunky box. Cable should theoretically see an increase in customers who adopt DVR technology if remote storage is exploited.

Well, as Boorstin rightly points out, CBS (NYSE: CBS), Disney's (NYSE: DIS) ABC, General Electric's (NYSE: GE) NBC, and News Corp.'s (NASDAQ: NWS) Fox do need to worry. These DVR technologies basically translate to a drop in the economic value of advertising. Let's face it: who watches commercials when they don't have to?