Finally, a NewFront Presentation That Looks Like What the NewFronts Sell
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For decades the format for the TV upfronts has remained static: Agency executives and brand marketers wait in line outside of Radio City Music Hall or Carnegie Hall to listen to network leaders declare that their channels are No. 1 and hear some stand-up by the networks’ late-night hosts. It all culminates with a performance from a pop star.
Digital publishers have since emulated these presentations during the Digital Content NewFronts in a bid to steal ad dollars from TV. Instead of re-formatting their presentations to better reflect the technological advances and data capabilities they tout to clients, however, most of the NewFront presentations march in lock-step with TV.
But the multichannel video network Studio71 will shake things up this year. It won’t ask industry executives to schlep to a venue somewhere in New York City, instead streaming its presentation online and posting it for on-demand viewing later.
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