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TV Upfronts Schedule Takes Shape With Notable Lack of Parties

Fox's 2007 party
Fox's 2007 party
Photo: Mark Yumkas
The upfronts are proving to be a hotter topic than usual this year, though most of the attention is focused on the presentations’ departure from tradition and not the content they plan to unveil. As we reported last week, there just aren’t as many pilots to announce in the wake of the writers strike.

The New York Times Magazine went so far as to call the upfront concept “kind of dumb” this past Sunday. Columnist Virginia Heffernan wrote, “They are overblown tributes to a bygone style of salesmanship, and from the point of view of advertisers, they are almost pointless.... Today, when media buyers can screen shows online and study a network’s demographics and ad platforms, the upfronts function chiefly as an ostentatious corporate week on the town.” Networks might be noticing this themselves, because this year’s schedule is even more pared down than previously expected. Here's a rundown of the week.

Monday, May 12: “The NBC Universal Experience,” which is rumored to be anything from a quiet branding initiative to an actual carnival, finally reveals itself at 30 Rockefeller Center throughout the afternoon. A limited number of media buyers are invited to the presentations that will take place in small groups and not one large event. A reception at Rockefeller Plaza’s Rink Bar will follow.Tuesday, May 13: With the most returning freshman series, and the bulk of its pilot production happening after the upfront, it doesn’t look like ABC has many announcements to make at its presentation at Avery Fisher Hall. The gathering will be followed by a small reception at the Kaplan Penthouse at Lincoln Center. ABC is also the only network to confirm that it won’t be flying in any talent for the event.

Entering its third year, the CW will ditch a presentation for a small cocktail party at the Tent at Lincoln Center.

Wednesday, May 14: CBS will go ahead with its annual event at Carnegie Hall, dubbing it a “programming and advertising presentation,” but it has canceled the annual party at Tavern on the Green. Instead, CBS Corporation’s assorted properties will throw a few cocktail receptions and small dinners for clients. 

Thursday, May 15:
Fox clings to convention with an afternoon upfront at the City Center theater and a party at Central Park’s Wollman Rink. A spokesperson told The New York Times last week, “Fox will be presenting our upfront the same way we presented it last year.”

Many cable networks have already had their upfronts. We covered the Fuse and USA parties back in April. MTV Networks, which just made news for producing more and more sponsored content that looks like their entertainment programming, held its upfront at the Nokia Theater this afternoon. John Legend and "America's Best Dance Crew," Jabbawockies, performed at the show, where other members of the Viacom family (including Sarah Silverman and Jon Stewart) spoke to the crowd.  An intimate party followed at the Lodge, MTV Networks headquarters’ cafeteria.
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