http://online.wsj.com/article/SB121036785731781477.html?mod=todays_us_page_one
‘Upfronts’ Go Low Key
By REBECCA DANA
May 10, 2008
During this strike-wounded TV season, some television executives consoled themselves by saying that the turmoil might at least prompt changes in one of the industry’s more cumbersome traditions: the annual “upfront” presentations to advertisers. In a world of year-round program introductions and digital video recorders, these expensive pep rallies to trumpet the “fall season” seemed old-fashioned.
No such luck. This year they need upfront razzle-dazzle more than ever.
Two weeks into the May “sweeps” period, when the networks trot out their best attention-grabbing programming and audiences are usually among the largest of the year, ratings for the broadcasters are down about 20% from last year, according to Nielsen Media Research.
Spooked advertisers will be looking for a sign from network executives that autumn will bring the return of those viewers who defected to cable and the Internet during this winter’s crippling 100-day Hollywood writers’ strike. They will want further assurances that a possible actors’ strike this summer won’t disrupt next season as this one was.
The strike delayed by several weeks the traditional spring development period, where networks and studios decide which veteran series to pick up for another year and order pilots for new shows. Consequently, the networks will have few polished pilots to show advertisers.
Instead, the networks have prepared an array of low-key presentations, combining scant video clips with plenty of evocative descriptions of the shows yet to come.
Executives will emphasize the past year’s efforts to dramatically expand broadcast television’s presence on the Web, whether with home sites such as Walt Disney Co.’s ABC.com1, or other video-streaming sites, including Hulu.com2, a joint venture between News Corp.’s Fox and General Electric Co.’s NBC Universal.
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Oh my god. SAG wants more than Directors and Writers? That's a smart tactic I guess. When are people going to understand, most importantly actors - we are at war - we are facing a major recession - our country is in dire need of being fixed - our country also has no money because we have given trillions to the Iraq war and we have NOT even started to pay for it - it is just paid right now by printing more money on presses - China owns our ass in every way. Why not strike on a business in a down fall. Just like the writer's they made pennies on the four extra months striking - when you do the real math and they are paying the price for it still - so many writer's out of work still!!! I want this business to thrive - I know the studio heads and they will punish those that defy them. Okay, be an idealist - but you will never get a better deal then the writer's or directors - only the same - the studio's will never allow it, don't kid yourself. The working actors don't want a strike - they have said so. Too many non working actors have a say which is crazy - maybe there are just too many actors?? Gosh I'm even a member of SAG, but I don't feel I've earned the right to vote in this guild.Mr Bay's fine argument may fall upon deaf ears to a rank-and-file that perceives him as the man on the Kremlin balcony.
One hunch, the leaders of these guilds seem to like the limelight they get in the press, it becomes more about the ego in the room rather than something smart. Striking is not smart. Through the history in America, strikes in businesses have only gained the union worker 6% at the max - so take the emotion out of it and go for the 6%. A path to strike is not smart for the the hundreds of thousands of people in this business. Sanity needs to prevail here - talk real and talk the same talk as your union brothers - not more!