With the fall TV schedule picking up and advertising week beginning, who will be the big winners among the giant media companies?

CNBC Media Reporter Julia Boorstin joins the panel for this conversation. Here are excerpts from what was said.

I think ABC has a really good chance of making gains, says Boorstin. They have some really interesting new shows on their slates such as Pushing Daisies, Big Shots, Dirty Sexy Money and Cashmere Mafia.

How are ad sales?

The ad model is moving toward on-line. All of the networks are moving toward giving away their shows and using ads - rather than having a more niche audience and selling each individual show.

It looks as if NBC (the parent of CNBC) is set up well with Emmy wins for 30 Rock and more. What's the buzz?

NBC can only move up from here. They built a lot of their schedule on the success of Heroes. They have Bionic Woman and Journeyman about a guy who travels back in time. If the theory holds, these shows could do well.

Jeff Macke thinks the trade is Disney (DIS) as a long term play.

Guy Adami prefers Google (GOOG) as a media trade.

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