CBS, which was the only network to increase its ratings among young adults during the 2008-2009 season, plans to increase its rates to advertisers for next season, the network's president and CEO said Thursday. During a conference call with investors, Les Moonves acknowledged that he expected the volume of sales at the company's upfront broadcast market to be down from last year. However, he added, "We are confident that we will take share and maintain or increase our revenue in what remains a vital and lucrative marketplace." Some analysts were skeptical. Reporting on Moonves's remarks, Advertising Age commented, "His bold talk may not hit the right tone with advertisers, who have been holding more tightly to their dollars in the first and second quarters." Moonves's remarks coincided with the filing of CBS's latest quarterly report, which showed a loss of $55.3 million during the last quarter versus a $244 million profit a year ago. Nevertheless, he indicated, he believed the dire financial situation is "starting to turn" and that the advertising market is improving. However, he noted, "it's premature to call it a recovery." One of the factors that will boost CBS's sales during the coming season, he indicated, was rival NBC's decision to devote its 10 00 p.m. hour to a Jay Leno variety show. "We think this is a big plus for us and ABC in terms of revenue," he said. In addition Moonves insisted that CBS won't join the other three major networks in providing programs to Hulu. "We like the ability to control our own content, where and when it goes," he said.