Madison Avenue Marianne Gambelli Brian Steinberg-Senior New York Los Angeles sports Citi Madison Avenue Marianne Gambelli Brian Steinberg-Senior New York Los Angeles

Fox Plans to Overhaul Upfront With Non-Traditional Events in New Venues

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variety.com

Brian Steinberg Senior TV EditorFox is shaking up the way it talks to Madison Avenue.After years of highlighting sports programming and primetime options on its flagship broadcast network, Fox Corporation plans to abandon its longtime roost at New York’s Beacon Theater during the industry’s annual May week of upfront presentations and start putting a bigger spotlight on ad-tech, streaming and its broader portfolio of media properties.

The shift takes place as many traditional purveyors of TV make changes in their business to accommodate a growing interest by consumers in on-demand streaming and new demands from prominent sponsors to align commercial messages with the viewing patterns of narrower groups of potential customers.

Fox plans two different events tied to the upfront. On March 23, the company will hold a summit at its Fox Lot in Los Angeles to highlight investments made in content, data and new technology.

Fox’s May presentation will take place Monday, May 16, at the Skylight on Vesey in New York City, which is expected to provide a somewhat more intimate experience than the Beacon and allow for new discussions.“As a 100% ad supported portfolio, staying connected with our valued partners is a huge priority, and we can’t wait to see everyone in person,” said Marianne Gambelli, Fox Corp.’s president of advertising sales, in a statement.In years past, Fox Corp.

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