Paramount Won’t Return to TV’s Upfront Week in New York
variety.comBrian Steinberg Senior TV Editor Paramount Global doesn’t feel it needs Carnegie Hall to make its point to Madison Avenue. The New York owner of CBS, the Paramount movie studio and the Nickelodeon kids-cable outlet plans a second year of individual meetings with media buyers and advertisers for its outreach during the industry’s “upfront” sales market, and will not return to the more formal, glitzy presentation that has long been a staple of the period.
Paramount intends to start the meetings, to be held in New York, Chicago and Los Angeles, in late April, according to a person familiar with the matter.
The company feels clients responded well to the technique and expects to build upon the practice with a new experience for those who attend.
In a different era, Paramount was a backer of what was perhaps the most symbolic presentation of the upfront, when TV networks try to sell the bulk of their commercial inventory ahead of their next programming cycle.
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