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- advertising is based on one thing: happiness. - [shouting excitedly] - is there any taboo that you wouldn't break? - not if there was a funny idea. - what is wrong with you? - there's so much different storytelling - and so many different stories being told - about so many different people. - i don't think dramatic series television has ever been stronger. - there's no longer this theory of what - popular entertainment must be. - incoming! - who are the heroes? the people who watch this show. [slowly building orchestral music] ♪ ♪ - this is the week when the major broadcast net...

take something that's familiar, and give it some chili pepper. >> advertising is based on one thing, happiness. >> is there any taboo that you wouldn't break? >> not if there was a funny idea. >> what is wrong with you? >> there's so much different storytelling, and so many different stories being told about so many different people. >> i don't think dramatic series television has ever been stronger. >> there's no longer this theory of what popular entertainment must be. >> incoming! >> who are the heroes? the people who watch this show. ♪ ♪ >> this is the week when the major bro...

and give it some chili pepper. >> advertising is based on one thing, happiness. >> is there any taboo that you wouldn't break? >> not if there was a funny idea. >> what is wrong with you? >> there's so much different storytelling, and so many different stories being told about so many different people. >> i don't think dramatic series television has ever been stronger. >> there's no longer this theory of what popular entertainment must be. >> incoming! >> who are the heroes? the people who watch this show. >> this is the week when the major broadcast networks unveil their full lineup...

>> there's no longer this theory of what popular entertainment must be. >> incoming! >> who are the heroes? the people who watch this show. ♪ ♪ ♪ ♪ ♪ ♪ this is the week when the major broadcast networks unveil their fall lineup of shows. and every executive in hollywood knows how well "the sopranos" is doing on cable, which is a network problem. >> i think hbo altered everything for this reason alone, is there were no commercials. >> we are dependent on sponsors. there's so much we can do in terms of language, in terms of violence, in terms of sex. >> to a large degree, a...

- and of course, "more cowbell" was also a will ferrell high point. - ♪ all our times have come ♪ - "cowbell" was fantastic, not only because it's a great concept, but because will really gets to be will. - the last time i checked, we don't have a whole lot of songs that feature the cowbell. - i got to have more cowbell, baby. - and i'd be doing myself a disservice, and every member of this band, if i didn't perform the hell out of this! - "snl" in the 2000s is also a great time for women. - it's my birthday! - because there is a really strong group of women that play off each other really...