Discovery Networks U.S. executive vice president Bill McGowan said Friday
that the programmer has written some business in the basic-cable upfront.
'A number of [upfront] deals have closed,' he said, without detailing the
categories or their cost-per-thousand (CPM) levels.
Looking to the cable upfront marketplace as a whole, McGowan said the
industry's CPM increases are varying, with those for targeted cable networks
faring better than those for general or 'undifferentiated' networks and those
with lower distribution.
Discovery is looking to increase volume and market share in a marketplace
that has so far been 'moving at an orderly pace,' he added.
Looking ahead to 2003, McGowan said that because the broadcast-TV networks
have sold so much primetime inventory in their upfront, 'there will be virtually
no inventory left for scatter. And that bodes well for cable, in