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When the wacky creators of SpongeBob SquarePants first pitched the idea to Nickelodeon's brass more than 10 years ago, it's unlikely their opening salvo was 'So, what are you looking for?' But in the time that's passed, serving the commissioning net's commercial needs is increasingly top-of-mind for producers as they prepare to lob a new idea at a potential broadcaster.
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October 1, 2008

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