Lowdown On The Upfront: Turner's 'Broadcast' Gambit
TNT, TBS, TruTV Hold Upfront Presentation The Same Week As Broadcast Networks
By Mike Reynolds -- Multichannel News, 3/3/2008 2:24:00 AM
Turner, which has always trumpeted the notion about top-tier cable networks serving as a reach and quality alternative to broadcasters, will play with the big boys in May, holding its upfront advertising presentation the same week as the networks.
Long the proponent of a “one TV world” wherein cable, giving its increasing market share, should be closing the cost-per-thousand gap with the broadcasters, Turner Entertainment Networks will make its pitch on May 14 at 9:30 a.m. from New York’s Hammerstein Ballroom, showcasing fare from TNT, TBS and TruTV, nee Court TV.
In making the announcement, Turner revealed that “drama” network TNT plans to go to an all-original primetime lineup Mondays through Wednesdays by 2010. Currently, the network has cable’s leading series, The Closer, and Saving Grace on its roster. It also has green-lit Steven Bocho’s Raising the Bar and Leverage, both of which are expected to debut this summer.
“Our portfolio of networks is the strongest on television in terms of solid branding, reach and audience deliveries,” said Steve Koonin, president of Turner Entertainment Networks. “Everyone in the industry realizes the broadcast business has been on a steep decline for years – this year in particular. For advertisers, our networks provide an alternative that is getting better and better.”
Last year, Turner Entertainment made a combined presentation for the three services at Manhattan’s Museum of Modern Art, where it was announced that Court TV would receive a new look, logo and moniker.
The event also put such talent as Frank Caliendo (TBS’s Frank TV), John Lehr (TBS’s 10 Items Or Less) Holly Hunter (TNT’s Saving Grace) Bill Engvall (TBS’s The Bill Engvall Show) and Michael Robins and Greer Shephard, the executive producers of TNT’s The Closer front and center during a lengthy presentation.
