Orange Splat Aims to Earn Green Points
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The cable upfront season kicked off with a splat this week when Nickelodeon became the first major network to host its presentation to advertisers at Manhattan's Hammerstein Ballroom. Following a tradition of brightly colored celeb-packed upfronts, this year's event was no exception. MTV CEO Judy McGrath began by stating Nickelodeon's overall brand theme this year is to be virtually everywhere. That includes theme parks, retail, cruise ships and movie theaters through partnerships with Marriott, Royal Carribbean, Mall of America and DreamWorks Animation. The orange-hued kids net is also eyeing a new color, green, via its Big Green Help initiative.