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At Rebooted TV Upfronts, The Show Must Go On
Media and tech companies are converging in New York for a revitalized edition of the upfronts, the longtime ritual of programmers pitching ad buyers.
Fabled New York venues like Radio City Musical Hall and Lincoln Center will once again play host, and a conga line of talent will take the stages, in stark contrast with the strike-afflicted 2023 edition. Two players, Paramount Global and The CW, have opted to ditch large public events in favor of smaller-scale contact with advertisers, citing their doubts about the return on investing in a single show. On Fox’s quarterly call with Wall Street analysts last week, CEO Lachlan Murdoch said advertising trends at the company “are clearly moving in the right direction, both in the scatter market and in early upfront discussions.”
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