Anatomy Of An Upfront

During the recent crippling Writers Guild of America strike, some prognostications had it that we might actually be spared that annual tribal gathering wherein the broadcast and cable networks and syndicators unveil their programming plans and knock heads with advertisers over rates. Yet, here we find ourselves on the eve of another upfront.With the number of players multiplying, new programs and programming genres cropping up, and ratings standards and rates fast changing, the upfront is more chaotic than ever, making a scorecard essential. So, here we present Upfront Players, a rundown of the leading TV programmers, their top sales execs, their returning and (where available at this early stage) new shows, and analysis that aims to shed light on how these players stand to fare heading into this wild period. We break down the players by network, cable and syndicated TV. On the network side, ABC stands to land the bulk of upfront dollars, reports Mediaweek senior editor John Consoli, riding a wave of returning smash series including Grey's Anatomy and Dancing With the Stars. Meanwhile, the once-dominant, now-fourth-place NBC remains the most-challenged broadcaster, having failed to land a major prime-time hit in a decade. As Mediaweek senior editor Anthony Crupi reports, cable boasts a roster of all-stars, from Lifetime (which just snagged Bravo's monster hit Project Runway while spinning out original fare like Army Wives) to MTV Networks and its flurry of new and returning shows (VH1's untitled P. Diddy reality series, MTV's The Hills). In syndie, as Mediaweek's "Mr. Television" Marc Berman details, the field remains dominated by court shows (including, new from Sony Pictures Television, Judge Karen), talkers (Warner Bros., home of Tyra and Ellen, intros The Bonnie Hunt Show) and off-net offerings (Boston Legal from Twentieth Television, Disney-ABC's Desperate Housewives). So, get ready for the first pitch in what's sure to be another action-packed season. --Tony Case, Editor, Special ReportsUpfront Players: Network, Cable and Syndicated TVJohn Consoli, Anthony Crupi and Marc Berman Network TVBy John ConsoliABCSales Point People: Mike Shaw, president, sales and marketing; Geri Wang, senior vp, prime-time salesProgramming: Returning: Grey's Anatomy, Desperate Housewives, Lost, Brothers & Sisters, Dancing With the Stars, Extreme Makeover: Home EditionAnalysis: ABC methodically continues to fill holes on different nights, targeting a female audience. The network boasts a slew of returning hit dramas, two hit reality shows and a handful of successful freshman shows from the current season that have great potential going forward. But like its sibling networks, ABC has had trouble developing breakout comedies. Several new offerings got off to a good start last fall before the writers' strike, but Grey's Anatomy spinoff Private Practice may be the only new entry with long-range potential. Because of its buzzworthy programs and younger female audience, ABC is primed to capture the biggest share of prime-time dollars in the upfront.CBSSales Point People: Joanne Ross, president, network sales; Chris Simon, executive vp, network salesProgramming: Returning: CSI, CSI: Miami, CSI NY, NCIS, Criminal Minds, Without a Trace, Two and a Half MenAnalysis: CBS continues to get solid ratings from veteran procedural dramas, but they're not as strong as they once were. Its Monday sitcoms are solid, and its schedule is still the most stable across the week among all the broadcast nets. Still, CBS has not generated a new, buzzworthy hit in several years, and with its aging programs beginning to bleed audience, the network could be in trouble. CBS will continue to battle ABC in raking in the most prime-time ad dollars in the upfront, though ABC advertisers target younger women as opposed to the overall older demos on CBS.FoxSales Point People: Jon Nesvig, president, sales; Jean Rossi, executive vp, salesProgramming: Returning: American Idol, House, Bones, 24, Prison Break, The Simpsons, Are You Smarter Than a Fifth GraderAnalysis: Fox has done a solid job shedding its image as the titillating reality network and now has several dramas--particularly hit medical drama House

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Anatomy Of An Upfront

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