AOL's NewFronts Pitch: 'Formats Are the New Dayparts'
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The stereotypical NewFront presentation has a publisher showcasing a line-up of original TV-style shows for advertisers to sponsor. That’s been AOL’s NewFronts strategy for years — but not this time.
“This is not the big ‘Here’s all the things we’re announcing’ day today,” said Dermot McCormack, AOL’s president of video and studios, in an interview ahead of the company’s NewFronts presentation in New York Tuesday night. “The reason for that is we want to use this year as an opportunity to take a left-hand turn from what the NewFronts traditionally mean.”
AOL’s NewFront pitch still revolves around original programming, but more of it and in different formats for different viewing environments. For example, AOL has renewed two relatively traditional series starring Steve Buscemi and James Franco, respectively, that are probably best watched while on the couch. But it is also rolling out a daily, two-and-a-half-minute show called “What to Watch” that might be better suited to viewing while waiting in line at Starbucks.
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