Upfront Update: Programmatic (to a Degree) Ahead for NCC

Venue: Highline Ballroom on 431 W. 16th St., across the street from Chelsea Market and close to the famed High Line overhead walkway. A two-level edifice with a nightclub/comedy club atmosphere, far different from the stately setting of Gotham Hall near Herald Square, NCC's site last fall. (FYI: MTV Tr3s used Highline several years ago for its Upfront, which featured a memorable performance by Latin superstar Juanes.) Videos of cable network attractions framed by "Let's Go" graphics at center stage were on display for a packed house of guests. With nearly half of the main floor set aside for chairs and sofas movement was limited; many guests were invited to head upstairs. Plentiful and delicious sushi and bars on either side of the main floor and upstairs helped make matters tolerable. Grade: 2.5 Jacks for the space, 4 Jacks for the sushi and the after-presentation foodPresentation:&#160; When NCC management declares that it intends to keep its pitch down to 20 minutes, you get the sensation stops will be pulled to do that and, let's add, to do that without leaving attendees unentertained. First, bring out senior vice president Andrew Capone to present and offer a running set of asides throughout. A few choice tidbits: "Cord-cutting is for losers! ... Let's talk about programmatic, or as some of you (believe), &#8220;American Horror Story&#8221; ... Our band, La Bamba, will not be playing to algorithms ... With all due respect, I do not agree there's too much quality TV. We're in a golden age, and choice is a beautiful thing." When Capone&#160;wasn't making points, video sequences were, all kinetically edited. And for a finale, a video montage to the popular "Ole, Ole" chant you hear at soccer games (with some in the audience chanting, clapping or both all the way through) gave way to cheerleaders and a blast of circular confetti sprayed all over the crowd. What a sight, trust me. Grade: 4 JacksNews: Taking a dip into programmatic for the first time next year, NCC will introduce "Advance Plus," a set of techniques designed to give local advertisers easier access to viewer demographics or preferences. Several new multichannel sales campaigns tied to specific content offerings, including motorsports, country music, travel and the 2016 Summer Olympics in Rio de Janiero, are planned. Grade: 3 JacksHost: Capone&#160;maintained command of the audience, helped by his ability to land barbs when nobody saw them coming. Give him a podium and he jumps at the opportunity to engage without condescension. He also left the crowd with some celebrities popping in at the finish for snapshots and face time: actress Tia Mowry-Hardrict, &#8220;Devious Maids&#8221;/&#8221;Switched at Birth&#8221; co-star Gilles Marini and &#8220;Real Housewives&#8221; personality Ramona Singer. Grade:&#160; 3.5 JacksOverall Grade: 3.5 Jacks A solid presentation with a boffo finish, plus a great food selection enhanced by that sushi. Stage this in a bigger location with the same ambience and the grade easily reaches 4 Jacks or better.A quick reminder of our Jacks grading system:5 Jacks -- Excellent4 Jacks -- Very Good3 Jacks -- Good2 Jacks -- Fair1 Jack -- Poor0 Jacks -- Don't go thereUntil 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 MediaVillage/MyersBizNet management or associated bloggers.

Upfront Update: Programmatic (to a Degree) Ahead for NCC

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Simon Applebaum

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