The CW Scraps Upfront Week Party, Moves Presentation to New Day

Fledgling network The CW confirmed plans yesterday to push back its upfront presentation to Thursday morning during the 2009 Upfront Week, scratching last year’s tented party, which fell on a Tuesday night.

Advertising Age reported that a more traditional presentation to draw attention to the network’s progress and future will be held at the WaMu Theater at Madison Square Garden the morning of May 21. Last year, the CW held an informal presentation and party at the Tent at Lincoln Center to lure media buyers leaving ABC’s more subdued showcase at Lincoln Center's Avery Fisher Hall.

Though there is not yet confirmation of whether the new presentation will be followed by a reception or party, any lavish celebration would mark a departure from the way networks recently started handling the once over-the-top week of scheduling announcements and client schmoozing. The recent writers strike, the recession, and the transitory state of the TV industry as it finds its place among new media have all prompted network executives to rethink the ways they spend money.