LOWDOWN ON THE UPFRONT: MTVN Looks For Partners

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MTV Networks will host a May 8 upfront event in Manhattan to highlight partnership opportunities across the company’s new programming, commercial environments and emerging digital platforms.


Hosted by MTVN talent and senior management in the Nokia Theatre in Times Square, the presentation, featuring special guests and a surprise musical performance, will reinforce the company’s commitment to partnership, industry-leading research and innovative integrated marketing campaigns. .

“We hold a unique position in the marketplace, with connections to nearly every demo on every screen, and we really want to bring that to life for our partners,” said MTVN chairman and CEO Judy McGrath in a statement. “We’ve worked hard and smart in developing solutions that really engage both clients and consumers, and this is an opportunity to lift the curtain to spotlight new and innovative work.”

Added Hank Close, president, U.S. Ad Sales at MTVN: “Our commitment to partnership and innovation is stronger than ever and this event will drive home the concept of return on innovation. From new programming to new ad models, platforms and technologies, this will be a unique hour.”

Last upfront season, MTVN services got off to a slow start as the Viacom unit adhered to a sales strategy based on programming ratings, as other networks more quickly adopted “C3,” the moniker for live commercial ratings, plus three-day digital recorder viewing that became Madison Avenue’s currency of choice. MTVN’s younger-skewing audiences suffered double-digit falloffs for commercial retention.

In addition to the upcoming event, Nickelodeon hosted its upfront presentation March 13 at Hammerstein Ballroom in New York City.  

MTV, VH1, CMT, Spike and TV Land will host road show presentations and all of the company’s brands will hold individual client meetings, beginning this week and continuing through early May.

 For more coverage of Madison Avenue's upfront selling season, click here.

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