AMC Finds There's No ‘One-Size-Fits-All’ Upfront Anymore

The entertainment network took a page from last year’s experience during the pandemic

Media and marketing pros from Warner Bros, YouTube, Tubi and more will share insights, perspectives and advice on how to keep up in this ever-changing industry. Join them in LA at the Convergent TV Summit on October 25.

AMC Networks, like all media companies, was once again forced to take a different approach to this year’s television Upfronts. Instead of one traditional presentation, AMC held seven tailored conversations earlier this month with media buyers, addressing their individual needs.

This “surgical” strategy was conceived following last year’s presentations, which coincided with the global pandemic and the uncertainty that accompanied it. 

“It was a byproduct of last year at this time, when we were all trying to find our way through a very difficult time,” Kim Kelleher, president of commercial revenue and partnerships at AMC Networks, told Adweek’s Convergent TV Summit 2021: What’s Next? “We learned that those individual conversations were extremely effective, because, frankly, there’s no one-size-fits-all anymore.” 

Slices of pandemic life

Another new tactic for this year’s  presentations was the addition of AMC Networks’ digital originals.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in