Led by Viacom, Networks Try Their Hand at Festivals to Lure Fans and Brands

But buyers caution those events can be 'hit or miss' for marketers

Viacom has largely backed away from throwing mammoth upfront events, but during the rest of the year, the company has embraced them like never before for flagship networks BET, Comedy Central, MTV, Nickelodeon, Nick Jr. and Paramount Network. “Building on the success of our international events business, every flagship brand now will have a live event in the U.S.,” Viacom CEO Bob Bakish said during an earnings call in February.

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This story first appeared in the April 16, 2018, issue of Adweek magazine. Click here to subscribe.