With the economy rebounding and events back in full force, Upfront Week appears to be back to pre-recession form. Elaborate sets with multiple video screens, lavish buffet spreads at parties, and rousing performances from high-profile musicians and comedians for the large affairs painted a picture of healthier budgets for the big broadcast networks, which invaded the city this week with back-to-back presentations and celebrations for the press and ad buyers.
In fact, opening with talent was a recurring theme for the shows from NBC, Fox, ABC, CBS, and the CW and included a Saturday Night Live skit by Seth Meyers, song and dance from Glee choir the Warblers, and L.M.F.A.O.'s performance of "Party Rock Anthem" accompanied by a flash mob. Network brass also plugged their social media efforts, boasting about the number of fans they had on Facebook, Twitter campaigns, and other integrated marketing initiatives.
However, the frenzied four-day convention wasn't without some headaches. On Tuesday afternoon SoapFansUnited.com organized a protest outside ABC's event at Avery Fisher Hall, chanting about the recent cancellations of long-running soaps All My Children and One Life to Live. Telemundo's outing at the American Museum of Natural History later that night didn't see any activists, but started so late that Dan Lovinger, executive vice president for advertising sales and integrated marketing, sent an email apologizing to attendees.
On Wednesday morning, a power surge briefly interrupted Turner Entertainment Network's upfront at the Hammerstein Ballroom, forcing the media company's president Steven Koonin, actor Ray Romano, and comedian Conan O'Brien to entertain the crowd while technicians dealt with the issue. The glitch was handled with such humor that Koonin received a standing ovation at the post-presentation lunch at Del Posto.
However, splashy productions and endless buffets are no longer the exclusive realm of the big broadcast networks. Their smaller cousins rolled out efforts before, during, and after the week traditionally reserved for the top-rated broadcast brands. This year saw the return to formal upfronts from Telemundo—an event that also touted the NBC Universal property's cable sibling Mun2—and Discovery U.S. Hispanic, a multimedia effort from Bravo, USA Networks' exec-free presentation with headliner Janelle Monáe, and a wild concert by Jay-Z for Adult Swim.
Photo: Paul Drinkwater/NBC
NBC Upfront
Last year, NBC used a fleet of custom-wrapped cabs to publicize its upfront affair at the Hilton New York, and this year the network made a bigger statement with colorful buses. The bright palette also bedecked the Sixth Avenue facade of the hotel and the interior of the grand ballroom, where the presentation took place.
Photo: Patrick Harbron/NBC
NBC Upfront
Jimmy Fallon mocked the network's recent merger with Comcast with a short song, "Have a Comcastic Day." Saturday Night Live star Seth Meyers also poked fun at NBC's new parent company in the "Weekend Update"-style bit that opened the upfront's presentation.
Photo: Paul Drinkwater/NBC
NBC Upfront
Donald Trump officially pulled the plug on a presidential run on Monday, and it was the ad execs at NBC's upfront who heard it first. The real estate mogul appeared on stage for the late-morning presentation to confirm that he will continue to host The Celebrity Apprentice and not, as previously speculated, throw his hat in the ring for the 2012 presidential campaign. The surprise announcement was met with cheers.
Photo: Paul Drinkwater/NBC
NBC Upfront
NBC spent much of its three-hour-long presentation touting the success of new reality singing competition The Voiceďż˝"so, naturally, the network closed out its gathering with a performance by two of the show's judges, Christina Aguilera and Cee Lo Green.
Photo: Paul Drinkwater/NBC
NBC Upfront Party
Overseen by Blaise Cashen, NBC's vice president of events, Angel City Designs produced and created the look of the network's upfront luncheon, which placed white lounge furniture, the peacock logo, and rainbow color scheme in the Americas Halls, the space adjacent to the grand ballroom.
Photo: André Maier Photography
NBC Upfront Party
In addition to photo ops with stars from NBC shows, the post-presentation lunch event offered attendees an opportunity to pose for pictures with one of the judges' chairs from The Voice.
Photo: André Maier Photography
Fox Upfront
The Upper West Side's Beacon Theatre was the site of Fox's upfront presentation, where brass like Fox chairman Peter Rice and Toby Byrne, president of sales (pictured), emphasized the network's commitment to and innovation in new media like social media and the Web.
Photo: Rob Loud/FOX
Fox Upfront
The afternoon presentation from Fox was one of the first of the week and opened with a performance by Glee's Darren Criss and the Warblers.
Photo: Brad Barket/FOX
Fox Upfront
Glee star Jane Lynch followed the musical act, appearing onstage as the show's character Sue Sylvester to mock the singers and the audience.
Photo: Brad Burket/FOX
Fox Upfront Party
In the Monday night drizzle, the crowd of media buyers trooped to Central Park's Wollman Rink for Fox's annual bash. Angel City Designs worked with the network's vice president of special events, Tomiko Iwata, to produce the affair, which included a large topiary of the Fox logo.
Photo: Jika González for BizBash
Fox Upfront Party
A two-story bar anchored the space under the tent at the Wollman Rink and housed screens displaying new shows, as well as the DJ.
Photo: Jika González for BizBash
Fox Upfront Party
As with years past, Fox stocked its party with an impressive array of food. For instance, one buffet station held a selection of miniature potpies, while another had sushi chefs preparing kappa maki, Thai summer rolls, shrimp tempura rolls, and other Asian options. The selection of desserts was just as extensive and included bite-size Bundt cakes and pies, cookies, and sundaes.
Photo: Jika González for BizBash
Fox Upfront Party
Fox used electronic news ticker signs to mark the photo op areas in a way that was visible to the crowds under the tent at the Wollman Rink. The displays also allowed the network to rotate the talent in these sections without making big changes to the backdrop.
Photo: Jika González for BizBash
Fox Upfront Party
Hundreds packed the tent for Fox's party, mingling with network brass, TV actors, and other buyers.
Photo: André Maier Photography
Fox Upfront Party
Fox also brought back the illuminated balloons it had last year, using the inflatables printed with the names of shows to guide guests through the dark.
Photo: André Maier Photography
ESPN Upfront
Fast-paced and energetic, ESPN's Tuesday morning outing brought hundreds to the Best Buy Theater in Times Square and featured appearances by sports personalities and team mascots.
Photo: Lorenzo Bevilaqua/ESPN
ESPN Upfront
Working with Broadstreet on the production, design, and strategy of the upfront, ESPN switched formats this year, choosing to create an award-show-like affair, rather than base the program around a show like SportsCenter or SportsNation. Five large high-definition screens formed the focal point of the stage, and ESPN's Scott Van Pelt and Michelle Beadle played host.
Photo: Lorenzo Bevilaqua/ESPN
ABC Upfront
ABC's slick presentation at Avery Fisher Hall on Tuesday afternoon introduced a slew of new shows to the network's prime-time lineup for the 2011-2012 season. As a creative and clear way to showcase the schedule, the video screens at the upfront displayed the timetable.
Photo: © (ABC/DONNA SVENNEVIK)
ABC Upfront
Jimmy Kimmel's sketch was one of the highlights of ABC's event. The comedian skewered ABC Entertainment Group president Paul Lee alongside rival networks, Donald Trump, and even ad pricing.
Photo: © (ABC/DONNA SVENNEVIK)
Telemundo Upfront
Using iPads and handheld label makers at cocktail table stations, staffers helped keep the check-in process fluid at Telemundo's upfront on Tuesday night.
Photo: Zev Greenfield of Milk & Honey Productions
Telemundo Upfront
Despite the large turnout, the Empire Entertainment-produced affair for Telemundo at the American Museum of Natural History's LeFrak Theater was intimate, and the small stage at the front was unadorned and relatively low in height, which brought the network talent and executives much closer to the audience.
Photo: Zev Greenfield of Milk & Honey Productions
Telemundo Upfront
For the party that followed Telemundo's presentation, guests headed to the Cullman Hall of the Universe, where silver and white furnishings provided plenty of seating, DJ Donna D'Cruz spun tunes, and Restaurant Associates served a buffet.
Photo: Zev Greenfield of Milk & Honey Productions
Discovery U.S. Hispanic Upfront
Discovery U.S. Hispanic's Wednesday morning event, the first formal upfront for the Spanish-language network in three years, was held at the Four Seasons Restaurant.
Photo: Amanda Sromek
Discovery U.S. Hispanic Upfront
Siinc Agency's design for Discovery U.S. Hispanic's gathering was simple and elegant, intended to project the identity of its Discovery en Español and Discovery Familia brands with minimal branding and a mostly white palette.
Photo: Amanda Sromek
Discovery U.S. Hispanic Upfront
The Four Seasons served a breakfast selection that included a choice between eggs Benedict with smoked salmon; black truffle scrambled eggs with organic greens (pictured); and yogurt and granola parfait.
Photo: Amanda Sromek
Discovery U.S. Hispanic Upfront
Transparent caddies packed with a branded mug, bag of coffee beans, handheld milk frother, and electronic grinder served as the parting gift for guests.
Photo: Amanda Sromek
TBS/TNT Upfront
Turner Entertainment Network hosted a late-morning event at the Hammerstein Ballroom for brands TBS and TNT. The brand played up the success of the show from comedian Conan O'Brien, who was the highlight of last year's effort.
Photo: Kevin Mazur of WireImage for TNT/TBS
TBS/TNT Upfront
In the lobby and entrance to the theater for the TBS/TNT upfront, designer David Stark created a somewhat elegant look with white curving walls, mirrors, and brand logos formed by live plants.
Photo: Jemal Countess of WireImage for TNT/TBS
TBS/TNT Upfront
Atomic Design created and built the set inside the Hammerstein Ballroom, a concept created by Mike Rhoads of Studio 10A that had fabric panels wrapping the room. The production crew used 3-D mapping to create striking graphic elements on the curvilinear surfaces for an immersive effect.
Photo: Jemal Countess of WireImage for TNT/TBS
TBS/TNT Upfront
A technical malfunction briefly stalled the TBS/TNT upfront, adding a little unexpected drama to the presentation. The network handled the issue with a sense of humor by bringing Turner Entertainment Networks president Steve Koonin (pictured right) to the stage to entertain the audience with playful jokes.
Photo: Dimitrios Kambouris of WireImage for TNT/TBS
TBS/TNT Upfront
TNT brought talent from shows like Hawthorne, Southland, and Rizzoli & Isles to the stage during the presentation. Kyra Sedgwick and the cast of The Closer made a separate, and somewhat tearful appearance, speaking to the audience about the final season.
Photo: Jeremy Freeman of TNT/TBS
CBS Upfront
Following an opening video that mocked Regis Philbin and had Blue Bloods star Tom Selleck deliver the fall schedule to the stage, CBS kept its presentation at Carnegie Hall simple and to the point. CBS Entertainment president Nina Tassler was one of the few speakers that appeared onstage for the afternoon event.
Photo: Jeffrey R. Staab/CBS
CBS Upfront
One exception to CBS's subdued presentation was an appearance from the stars of the retooled Two and a Half Men, including Charlie Sheen's replacement, Ashton Kutcher, who made no mention of Sheen and his recent antics.
Photo: Jeffrey R. Staab/CBS
CBS Upfront
Though most didn't make it onstage, CBS talent attended the upfront and, when their shows were announced, stood up and waved from their seats in the audience. Following the presentation, the network hosted a party at the Tent at Lincoln Center, where lapel pins streamed video content from the new shows.
Photo: Jeffrey R. Staab/CBS
The CW Upfront
With Madison Square Garden under construction, the CW moved its Thursday morning presentation to Jazz at Lincoln Center, where the Rose Theater hosted more than 1,000 attendees. Produced by Valencia Production Partners, the event also used the Allen Room to house the overflow. The stage itself was designed to match the high energy of the younger network and included a large center screen surrounded by two outboard LED screens and three oblong-shaped LED panels. Production Glue assisted with the logistics of the show.
Photo: Jeff Staab/The CW
The CW Upfront
Playing to its identity and focus on a younger audience, CW had L.M.F.A.O. perform its viral-video hit "Party Rock Anthem" alongside more than two dozen dancers. The flash-mob-style opening was done in three waves, with 27 dancers planted in the audience joining the duo in groups.
Photo: Jeff Staab/The CW
The CW Upfront
Dressed as L.M.F.A.O.'s "shufflebot," CW executive vice president of national sales Rob Tuck hit the stage for his part of the presentation.
Photo: John Filo/The CW
Adult Swim Upfront
About 1,500 media buyers, Turner executives, and talent crowded the Roseland Ballroom for Adult Swim's upfront, where wristbands and black-light stamps replaced badges and name tags on lanyards, beer, wine, and other beverages were served in plastic cups, and the food from Great Performances included a walking table of sliders. Even the presentation was a quick video reel without a speaker or voice-over. The decorations scattered around the site reinforced the network's quirky sense of humor and included two giant owl statues that flanked the stage.
Photo: Jason Kempin/WireImage.com
Adult Swim Upfront
Much as in years past, the big draw at the late-night cable brand's gathering was the night's headlining performance, and for this go-round, Adult Swim brought in Jay-Z to entertain the crowd with an hour-long set.
Photo: Dimitrios Kambouris/WireImage.com
A&E Upfront
Before Upfront Week, A&E's presentation on May 4 marked the launch of a corporate rebranding initiative, as well as the announcement of the upcoming fall lineup. To reflect the network's new color scheme and logo shift from an ampersand to a plus sign, Baura New York dressed the IAC Building with large banners featuring the symbol, configured furniture arrangements in the cross shape, and employed a pink, purple, and blue palette.
Photo: Courtesy of A&E Networks
A&E Upfront
Talent in attendance at A&E's event included Demi Moore, who was recently tapped to produce Lifetime’s upcoming series The Conversation, Project Runway’s Nina Garcia, and the burly, tattooed cast of Pawn Stars. Performances from Jennifer Hudson and comedic pop trio the Dan Band closed out the evening.
Photo: Courtesy of A&E Networks
USA Network Upfront
On Monday, May 2, USA Network gathered 750 guests at the Tent at Lincoln Center for a executive-free presentation that relied on the TV brand's cadre of talent to introduce highlight reels and new programming. XA, the Experiential Agency produced the event, constructing a 60- by 36-foot stage topped with an enormous 30-foot projection screen and gradational LED towers.
Photo: Reuben Hernandez
USA Network Upfront
USA tapped Janelle Monáe to perform, a natural choice for the network that named the musician one of its "Character Approved" honorees in 2010. To reveal the singer, a 28- by 6-foot branded panel at the front of the stage was designed to be movable.
Photo: Jason DeCrow/USA Network
USA Network Upfront
A lounge formed a second area of USA's gathering at the Tent at Lincoln Center and held stations from Blue Smoke, Maialino, Union Square Café, and Gramercy Tavern. XA designed this area to match the network's palette, mixing gray, navy, light blue, and white hues amidst clean lines and minimalist furniture. Portraits of stars like Piper Perabo decorated the 7- by 10-foot projection cubes that hung from the ceiling.
Photo: Reuben Hernandez
Syfy Upfront
Buoyed by strong ratings, Syfy leveraged its status as the lead media partner for Broadway's now-infamous Spider-Man: Turn Off the Dark with an upfront at the musical's home at the Foxwoods Theatre on March 22. Produced by LeadDog Marketing Group, the event included a web- and skyline-patterned stage backdrop, as well as a post-presentation performance of the much-talked-about musical.
Photo: Charles Sykes/SyFy
Bravo Upfront
Bravo's elaborate upfront effort on March 30 incorporated simultaneous events in New York, Chicago, and Los Angeles into the broadcast of network's Top Chef All-Stars finale. The trade-only dinners, which doubled as viewing parties, were televised, and the footage incorporated into the reality show's commercial breaks. Bravo talent acted as the host for each cityďż˝"executive vice president of original programming and development Andy Cohen at New York's 82 Mercer, Top Chef host Padma Lakshmi at the Hollywood Roosevelt hotel in Los Angeles, and Top Chef judge Gail Simmons at Chicago's Girl & the Goatďż˝"and the menu was created by the competition's finalists.
Photo: Casey Rodgers/Bravo
Bravo Upfront
At Bravo's upfront event in New York, Andy Cohen hosted a post-finale Watch What Happens Live special.
Photo: Jason DeCrow/Bravo
Oxygen Upfront
Oxygen Media's assembly at Gotham Hall on April 7 packed the house with 300 guests for a short program that put live musical acts onstage, a nod to the network's upcoming series The Glee Project, and brought Paris Hilton out in a globe-shaped chair carried by four men.
Photo: Courtesy of Oxygen Media
