There's a great article over at The New York Times. It's about all the changes happening at the broadcast networks concerning the traditional upfront model -- the practice of presenting to advertisers around the month of May a new portfolio of programming to be commenced in the fall season and the subsequent booking of ad dollars for said programming. That's how the process has worked -- CBS (NYSE: CBS), General Electric's (NYSE: GE) NBC, Disney's (NYSE: DIS) ABC, News Corp.'s (NYSE: NWS) Fox, and Time Warner's (NYSE: TWX) and Viacom's (NYSE: VIA) CW show their wares now so that they can sell commercial inventory well ahead of the season premieres.

Well, according to the article, you can thank -- or blame -- the writer's strike for the dismantling of this quaint mechanism. I chose to thank the strike, because I think change is good in this case. You see, the broadcasters want to move to a 52-week season -- i.e., they want to debut new shows on a year-round basis instead of all at once, thus neutralizing the need for big upfront promotions. Actually, I should point out that there were probably other factors that helped this decision along -- most of them centering around costs and expenses. The expensive pilot-development process just isn't where it's at anymore. In fact, I wrote about this new paradigm back in April when NBC's co-chairman Ben Silverman was embracing it -- he's actually going for a 65-week season!

Continue reading Will broadcasters stick to a new 52-week model?

Will broadcasters stick to a new 52-week model? originally appeared on BloggingStocks on Mon, 12 May 2008 15:47:00 EST. Please see our terms for use of feeds.