Ad-wise, still the best thing on television Oscar night is called the Super Bowl for women. It's really the Super Bowl for advertisers. Talking with TV analyst Steve Sternberg.   The big chink in the idea of paywalls Online readers still believe content should be free, and sellers must change that belief. Talking with Nielsen's Jon Gibs.   Fact is, far fewer see ads in DVR'd shows MPG study: Just 10 percent are seen by 18-49 viewers, well below industry estimates. Most are still watched during live viewing.   A seer's view: What to look for in 2010 Here are the top 10 trends you should know about looking ahead. Three are recession-related. Talking with JWT trendspotter Ann Mack.   Fact is, TV is more popular than ever Americans are watching more and multitasking less. They also still love magazines. Talking with Deloitte trendspotter Ed Moran.   Biggest DVR gainer: 'Battlestar Galactica' Syfy series leads with a 59.4 percent uptick from time-shifted viewing, one of eight cable series in the top 10. Broadcast leader: 'Heroes.'   What's hot on consumers' search lists Electronics lead again but top gifts are smaller and less expensive items. For kids, anyone see a deal on Zhu Zhu Pets?   Why the bleaker outlook for retailers The deals they're offering consumers are incredible, yet sales are still expected to be down. Talking with NRF's Kathy Grannis.   For shoppers, web's still a place to visit But it's lost its allure as a place to get the best deals this holiday gift-buying season. Talking with Nielsen's Maya Swedowsky.   The early word: A bigger Black Friday More people than last year, 134 million, plan to shop, and 40 percent of them will hit the sales before 6 a.m., including many from midnight to 3 a.m. next >>