The Case of AOL's Missing Programming Initiatives

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NEW YORK Last April, AOL gathered a group of prominent media buyers in New York to present five ambitious programming initiatives for 2007-08 at an upfront-like event dubbed First Look. Now, many of these same buyers are wondering when—even if—they will get their second and third looks at these concepts.

After an intense round of selling last spring, buyers said AOL has been curiously quiet regarding its planned original shows, which include the second season of the Mark Burnett vehicle “Gold Rush” and “iLand,” a game show produced by Endemol (Deal or No Deal), in which contestants will compete to win their own island.

“It’s been radio silence,” said one buyer, leading some to question whether the portal is planning to scale back its plans in light of recent lackluster ad growth, as revealed in August during parent company Time Warner’s second-quarter earnings statement.



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