Upfronts 2012: Let the Games Begin

摘要

Network execs are assembling reams of research, culling clips from shows and looking for ways to make their massive strategy plays interesting and original-even unforgettable-to buyers who have seen it all many times before. Some presentations networks assemble will be aimed at a single buyer or client. Others will be shown in giant venues like Radio City Music Hall. And as CBS chief Leslie Moonves likes to remind us every year at his May presentation in the historic venue: How do you get to Carnegie Hall? Practice, practice, practice. "Media buyers have seen hundreds of these presentations. You have to make your stuff stand out and be very entertaining and memorable," says Andy Baker, VP and creative director at National Geographic Channel.