Upfronts season is likely to look a lot different this year.
It comes as a surprise to nobody that networks are doing it tough…. sacking staff, axing shows, and the high cost of the Olympics for Nine. I’m also hearing from producers that commissioning of shows is also way down with some networks not returning calls or emails.
Which leaves us to the annual Upfronts season, anytime from September….
The AFR this week suggested “networks’ big annual parties aren’t a good look this year.”
It claimed 10 would be first cab off the rank this year, with its annual showcase in mid September. Last year 10 had a series of presentations in several cities, with execs and key talent schmoozing advertisers and media in what was doubtless a cheaper tab than flying everybody to Sydney.
Foxtel, which transported everybody to Cockatoo Island last year, will hold an event on October 17.
Nine, which threw a lavish party at Hordern Pavilion / RHI ahead of its Olympic year, is expected on October 24 or thereabouts.
Seven, which has also sacked around 150 staff, is still contemplating its plans. Last year it staged a glitzy affair at ICC Darling Harbour as part of their SXSW partnership.
SBS, which always turns on the best lunches, held an event at Sydney Town Hall and is planning another lunch for later in the year, likely in November.
It remains to be seen how many of the networks will stage a grand affair which costs a few million to stage, or whether they may pivot to a virtual affair, as occurred during the height of the pandemic.
Time will tell but I guess the first challenge is having enough sexy new local content to spruik?
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