Broadcast TV Advertising Sales

From ad age:

"...agency executives and analysts forecast the market to wind up anywhere between $8.5 billion and $9 billion. Either way, that represents a correction from last year's $9.1 billion haul, itself down from the $9.3 billion raked in for the 2004-2005 season."

In other words, overall, broadcast tv advertising sales are down.

"...News Corp.'s Fox is set to finish north of $1.8 billion, and sold 80% of its inventory, a $250 million improvement on last year's $1.55 billion."

That's a 16% increase. What could they be doing right?