Reboots, as the past few years have shown, are beloved by the TV business.
This weeks makeover centers on theupfronts, a decades-old industry ritual revitalized by a new push into streaming ads.
(See full schedule below.)
An upfront show at New York’s Theater at Madison Square GardenGetty Images
But is all of the exuberance a little irrational given the significant financial pressures weighing on the industry?
For the companies carrying on with the traditional extravaganzas, there is no substitute.
Its just energy and momentum and bigness, Jon Steinlauf, Chief U.S.AdvertisingSales Officer for Warner Bros.
Discovery, told Deadline in an interview.
The bigness really matters when you have decision-makers coming in.
Everybody shows up side by side.
It allows almost an equal footing, so that brands can decide where they want to be.
Its in with the old and in with the new, he said.
Its all about immersion.
It breaks out of your peripheral.
The business backdrop to the upfronts this year is checkered.
That puts added pressure on each transition, stage moment, lighting cue and sizzle reel.
Every single second needs to do twice as much work as it used to before, DeadLizards Reinhart said.
Hispanic programmer TelevisaUnivision is shooting for about 30 minutes for its main presentation from ad sales chief Donna Speciale.
Presenting companies are increasingly looking to pack more razzle-dazzle into leaner running times.
Were calling this more of the IP upfront,' WBDs Steinlauf said.
It kicks off with a bang and just keeps going from there.
Robyn Henry, a VP at Production Glue, a vendor working with Warner Bros. Andrew Schulman, a former TV exec whose Damn Good!
Do they remember what they ate there?
Do they remember what they saw there?
Is that the priority?
One thousand percent, he said.
Do you remember the show?
); Disney 4 p.m. (North Javits Center)
May 15 Warner Bros.
