It's funny. On the advertisers' and clients' side, we all want to go from old media to new... but on the production side, all the viral stars want to make it big in TV.
Showing posts with label TV. Show all posts
Showing posts with label TV. Show all posts
Friday, July 31, 2009
Traditional, But Not Dead
Ricky Van Veen, founder of CollegeHumor, on the future of TV:
It's funny. On the advertisers' and clients' side, we all want to go from old media to new... but on the production side, all the viral stars want to make it big in TV.
It's funny. On the advertisers' and clients' side, we all want to go from old media to new... but on the production side, all the viral stars want to make it big in TV.
The Upfronts
The "big thing" going on in the industry world: The Upfronts.
Basically, all of the TV networks get together and say, "Here are all of the really great programs we have coming up this year. You should really buy all of your spots for these programs upfront, because we can guarantee the impressions and GRPs. Sure, it will be much more expensive than if you were to buy it during the year, but I will GUARANTEE your audience."
....then afterward, all the industry people (media reps and planners alike) go and party/dance/drink/hang out with celebs/shmooze.
That's the great thing about the upfronts. Usually, the parties and giveaways are absurd. However, this year, there have been a lot of budget cuts and the celebrations to rub elbows with media agencies have been significantly downsized. Also, because of massive client budget cuts, very, very few agencies are actually buying their TV spots up front this year. Generally, there's a lot of negotiation and whatnot, but no one seems to be budging. It's closing in two weeks, though, so they better make up their mind...
Basically, all of the TV networks get together and say, "Here are all of the really great programs we have coming up this year. You should really buy all of your spots for these programs upfront, because we can guarantee the impressions and GRPs. Sure, it will be much more expensive than if you were to buy it during the year, but I will GUARANTEE your audience."
....then afterward, all the industry people (media reps and planners alike) go and party/dance/drink/hang out with celebs/shmooze.
That's the great thing about the upfronts. Usually, the parties and giveaways are absurd. However, this year, there have been a lot of budget cuts and the celebrations to rub elbows with media agencies have been significantly downsized. Also, because of massive client budget cuts, very, very few agencies are actually buying their TV spots up front this year. Generally, there's a lot of negotiation and whatnot, but no one seems to be budging. It's closing in two weeks, though, so they better make up their mind...
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