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The commissioners of three professional sports leagues were brought together at an Advertising Week panel and said they weren't concerned about the shrinking TV audiences and the affect it will have on their sports and ad revenue.

NBA Commissioner David Stern, Carolyn Bivens, commissioner of the Ladies Professional Golf Association, and Gary Bettman, leader of the National Hockey League were questioned about the continuous disruption in the media.

Ad Age believes that TV will still remain the preferred mass-market channel for live sporting events. Quoting the panels' conclusions:

"'Sports has always led the technological revolution,' Mr. Stern said, citing cable and satellite as channels that prospered - like high-definition TV does today - partly because of sports programming. Even if mass audiences are slowly splintering, he said, new media widgets let the NBA "accessorize" the games with player info online, mobile alerts when games hit overtime and so on."

Bivens also placed her hopes on TV and added that technology will help advertisers reach the core consumer.

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