Off to the 2014 Upfronts We Go -- Already?

Yes, it will soon be time for advertisers, agencies and journalists to wade into the annual ritual of TV networks showing off what they plan to program this summer, fall and beyond.Think it's too early to focus on this? Apparently your thoughts didn't reach 20 networks that as of this week staked their claim on presentations dates, time slots and venues here in NYC. Think I'm crazy? Head over and see the first round of MediaBizBloggers' annual calendar of upfront events (compiled by the ever-tremendous Maryann Teller), out in record time.Check this: Within 48 hours last week, Univision and Telemundo, the top Spanish-language TV networks, e-mailed reporters they will do their upfronts on the same day (May 13), separated by a matter of hours. Univision goes first from the Al Hirschfield Theater near 8th Ave. late morning, while Telemundo returns to Jazz At Lincoln Center's Rose Hall late afternoon or early evening. Record time for both organizations to divulge that news. Keep in mind that we're not done with January yet.What this all signifies is the growing importance of upfronts as public image builders. With reporters on hand, these events showcase a channel's brand, programming posture and future mindset. Doing them--or not--and doing them well can make or break individual upcoming projects or a network&#8217;s reputation.As a result, we had a record number of channels produce upfront events last year, and the majority of them were memorable in both presentation and news value. By contrast, some networks that dropped off the event map in favor of intimate agency visits, such as Cartoon Network and TV One, saw their profile or coverage of new series drop. At press time, Cartoon and TV One are not on the 2014 event calendar yet.I suspect we'll have another record number of upfront showcases this year, given a few factors: A) The assortment of networks that launched or re-launched the second half of 2014; B) The explosion of original scripted programming across all channels last year that will expand this year, especially with new net players from Bravo and E! to WGN America and WeTV, and C) An entry into the marketplace by some of the multicast channels (combo broadcast/cable carriage) growing since the digital transition -- Think Bounce TV, Live Well Network, My Family TV and that group of rerun-centric services.One thing we won't have a repeat of last year is the supersized upfront-capping week (May 12-16) dueling with Internet Week NY, the festival of activity surrounding all things Web that's sure to be more focused on smart TV, interactive TV and other such trends than ever. Credit the Internet Week organizers with moving their business to the week after.However, it looks like we may have a repeat of events running all over each other on specific days, to no one's full benefit. Right now, Discovery Communications' special upfront for its Spanish-language Espanol and Familia channels is set for May 13, right after Univision gets done, and it runs the risk of attendees making an early exit to catch both ABC's annual late afternoon Avery Fisher Hall date and Telemundo (exact time TBA). Deja vu with Discovery's situation last May. You read a lot about what ABC and Telemundo had in their programming bullpens but very little about Espanol and Familia.Here's a pair of tips to every network with something to offer this 2014 upfront season. Tip one: If your venue date looks like it will be sandwiched by other events, conclude it will and move to another date. Chances are you'll draw more Madison Avenue people and press if you do. Don't be afraid to see what other networks are doing and react responsibly.Tip two: If you're not going to do an upfront event, do a press conference call or breakfast/lunch debrief so your new programming news doesn't get lost. Do the call/debrief with executive producers or creators of those shows, just as you have them on hand at the Television Critics Association winter and summer tours in Los Angeles.Both tips also are recommended for the companies planning to do Digital Content NewFronts this spring.Final tip for all: Gear up your energy and time management. A more event-rich, news-rich period awaits.Until the next time, stay well and stay tuned!The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggers.com management or associated bloggers. MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries.

Off to the 2014 Upfronts We Go -- Already?

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Simon Applebaum

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