Upfront/Newfront Update: Save Room For Aol., Syfy and Vevo - Simon Applebaum

Another trio of Upfront/Newfront hotspots off a very busy last week.

AOL

Venue:

No question the top new Manhattan locale this 2012 upfront year is north Chelsea near the popular High Line overhead walkway. Style was the first to make use a few weeks ago, and lastweek was both AOL and Oxygen's turn (see how Oxygen fared next column). AOL went with the flexible Highline Stages complex across the street from Chelsea Market (home to Oxygen, Food Network and NY1). Attendees gathered outside a blacktop tent with a "Big Ideas" neon sign inside. Here, three TV studio-sized rooms were used, the last one with a huge video wall showcasing AOL's various Web portals. Grade: 4 Jacks

Presentation: With three rooms to play with, AOL divided its effort into three parts: offering concepts advertisers could bring to life in unique ways, a review of current content available through a panel of AOL executives and Huffington Post president Arianna Huffington, and a roundup of video projects ahead. Of the three, the best elements were Huffington's overview of her new 12-hour news/commentary streaming service (available on YouTube and smart TVs along with AOL) during part two, and the video clips throughout part three. Favorite Huffington line: "Self-expression is the new entertainment." Unfortunately, AOL tried a gimmick that backfired--hold the first two sessions simultaneously in different rooms, then send their audiences to a replay of the session they missed earlier. The idea is great if your facility has the ability to pull it off, starting with all the rooms on one floor, which Highline doesn't. Result: a hassle moving from one session to the next, and that delayed the action. Grade: 2.5 Jacks

News: AOL's blockbuster was AOL On, a new platform distilling its best video programs into 14 channels, each curated and introduced by a lifestyle or entertainment personality (from Project Runwayjudge Nina Garcia to movie critic Ben Lyons). The On lineup plays on smart TVs along with PCs. Garcia (whose presentation time was extremely disjointed) also gets her own On series. Upcoming On features include scripted series Fetching(doggie daycare practice from former NY lawyer) and Little Women Big Cars (soccer mom dramedy starting May 7); Tiger Beat Entertainment(entertainment news vignettes from Jennifer Lopez' production company) and Next Door Hero (everyday people in heroic incidents). Some series announced premiere dates, some didn't. Grade: 4.5 Jacks

Host: Leave it to AOL chief executive officer Tim Armstrong to have a great host turn during the third and longest section, handling things in a smooth, engaging manner. You can see how much fun he was having without being over-the-top. Next time, be there from the beginning. Grade: 4 Jacks

Extra Credit: AOL circulated a colorful "Powerful Brands" brochure to everyone, detailing key current and future programming arranged by subject or target audience. Great message retainer beyond the event. Grade:5 Jacks

Overall Grade: 3.5 Jacks Had the facility, news, message, production values and primary host to pull off an outstanding presentation, but got done in by the logic of moving the audience around. Keep everyone in the same room and Armstrong hosting from start to finish, and for sure the Jacks count will rise in 2013.

Syfy

Venue: The American Museum of Natural History's IMAX Theater is another locale you can guarantee a well-produced event will happen. Beautifully designed and stately, there's no bad seat in the house, and the technical workmanship is top-notch. Nice wide screen in the center, andwhen you have to take an extended visit to get into the theater, the upside is you go past some of the museum's more notable exhibits. And for a topper, after-presentation cuisine gets served in the spacious Hall of Ocean Life, created by popular NY chef and Chopped judge Marcus Samuelsson. Best food of the season by a mile so far. Grade: 5 Jacks

Presentation: The kind of lively affair that doesn't let up, or let you check your watch or smartphone. Single host leading the audience through basic info and a parade of clips, while balancing news of scripted and unscripted shows. So no-bells is Syfy's format, talent from the network's series stay in their seats and pop up for a bow when called upon. Thirty minutes or less and you're done, and all that's left is a musical finish, this time delivered by Young The Giant. Here's a band with a lead vocalist that insures you hear every word clearly. Keep a big eye on this group. Grade: 5 Jacks

News: Only one new drama series is set for 2012-13, and it looks like a blockbuster--Defiance, the long-awaited experiment of TV epic working together with multiplayer video game (from Trion Worlds). Some great speculative TV fiction talent (including Farscape creator Rockne O'Bannon) will put this series together, and the storyboards and initial footage (off a video explaining how the series and game will co-exist) look amazing. On the reality side, descriptions of The Genie, Viral Video Showdown and Awesome Foundation were appetizing. However, Syfy skimped on the big picture. A record 28 series are under development, led by 11 scripted series/miniseries. Why no mention of hit filmThe Adjustment Bureau being adapted? Watch out for unexposing your best news nuggets to the audience. Grade: 3.5 Jacks

Host: Dave Howe, Syfy's president, can take his place among the best network leaders speaking in public at upfront gatherings. Engaging, enthusiastic with great control, and keeps a solid pace with his material. He has a ball on the stage and makes sure the audience shares the fun. Grade: 5 Jacks

Overall Grade: 4.5 Jacks Everything you want from an event of this nature, served neat, tender and wrapped around great scenery and here, wonderful food.

Vevo

Venue: The new big music video player all over the Web chose the Equitable Center auditorium near Rockefeller Center for its debut Newfront. Another facility with plush seats and a good viewwherever you sit. Breakfast was served in the lobby; nice selection of juices, bagels and doughnuts. Big crowd on hand, and things started late. Grade: 4 Jacks

Presentation:When Vevo came to a fork in the road some 25 minutes into its showcase, things were flying on all cylinders. President/CEO Rio Caraeff and executive colleagues gave a clear, step-by-step sense of their venture's music nature and content. One section tracked the key audience metrics, such as how many viewers among African-American and Latinos per month (6.6 million A-A/9 million Latino)--the first and so far only Newfront event with such diversity details. Another section covered Vevo's new online look, while another previewed new series on the way. Each section built on the one before, and you could taste the momentum in the room. So what fork do you take--wrap up with sensational performer John Legend, or bring out a panel discussing "the alignment of brands and music," as the press release detailed? Vevo chose the latter, and within minutes sucked the mo from the place. The panel, moderated by Media Link president Wenda Harris Millard, meandered far and wide from what these Newfronts were all about--Web/digital content growth and expansion. Had Vevo put the ball in Legend's elegant piano playing and voice, this show was a slam-dunk 5-plus Jacks. Not to be...and let's be glad Legend, coming out far later than necessary for the wind-up, scored a grand slam singing Here Comes The Sun, Save Room and Ordinary People. Grade: 3.5 Jacks

News: All six of Vevo's new original series have appeal to some degree, from Busk Or Bust (sing-for-your-supper competition) and You Play Like A Girl (women pursue music careers) to Strange Island (musical comedy with touches ofFantasy Island and Gilligan's Island). The appeal's there; the premiere dates are not, and that's a flat note. Grade: 4 Stars

Host: Caraeff sets a good tone with his material, and offered some personal anecdotes on music to set up some of his best points. Grade:4 Stars

Overall Grade: 3.5 Jacks In most respects, the best undertaking of this first Newfront round. In one respect, the same as other Newfront players in letting a misplaced panel damage the proceedings. One more time, extra credit for the multicultural audience highlights.

5 Jacks - Excellent
4 Jacks - Very Good
3 Jacks - Good
2 Jacks - Fair
1 Jack - Poor
0 Jacks -Worse than bad

Next up: Oxygen and Digitas' latest uber-newfront

Until the next time, stay well and stay tuned!

Simon Applebaum is producer/host ofTomorrow Will Be Televised, the weekly Internet-distributed radio program covering the TV scene. Simon cal be reached at simonapple04@yahoo.com.

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