Catch the Fever

摘要

These days, the broadcast networks are thinking in years, not seasons. Which is why the Big Four are spending May cozying up to advertisers for fall shows, while their marketers lure viewers with hot summer titles. Somewhere in the middle, a clash occurs. How do you pitch fall when you are busy priming audiences for summer? For most of the networks, it's a delicate balancing act. Summer gets the push; fall promos arrive as appropriate. For example, ABC was expected to promote David E. Kelley's new legal series during the close of The Practice on May 16. CBS will promote CSI: New York everywhere, but particularly during CSI and CSI: Miami, its popular predecessors. The goal is to keep summer's lineup fresh, preventing a viewer exodus to cable.