What do 2013's Upfronts and Newfronts Say About the State of Media? - Ashley Swartz

This year the traditional television upfront and premium digital newfront no longer serve as two distinctive events but rather melding together resulting in one giant land grab for advertising spendAccording to the official IAB Newfront schedule bullish TV networks like CBS Interactive and Disney are set to present alongside native digital players like Hulu AOL and Google as well as giants in print presenting their continued journeys of reinvention the likes of Conde Nast and the Wall Street Journal Last year the big 5 did not receive the 39best in show39 vote when cable networks grossed almost a 1Billion dollars more in upfront spend than ABC NBC CBS Fox and CW combinedThe expectation is that this year39s event will hold steady and if there is growth it will be in the low single digits as last year The economy and increasing ability of audiences to game the system and get what they want when they want it means broadcasters will have to be creative in 2013 says Ashley Swartz in order to capture spend from advertisers that continually want more from less Networks are testing the waters with new strategies from C3 to C7 2nd screen value adds an OTT distribution as well as going back to what they know to capture more dollars showing little innovation or visionSo what does this all mean for the current state of media As Swartz concludes organic consolidation of each amp8216frontamp8217 means an unwillingness of programmers to change old business models amp8220They are going to adapt to the radical changes of audience behavior by redefining the definition of TV instead of redefining their businessquot Acknowledging it 39ain39t easy39 Swartz ends with the unifying theme across these 16 weeks that broadcasters and programmers face great challenges in defining a sustainable revenue model for pure plays of OTT second screens and social television given the lack of scale and measurable ROIAshley J Swartz Red Fury is CEO and founder of Furious Minds Contact Ashley at redfurynyc wwwlinkedincominashleyjswartzRead all Ashley39s MediaBizBloggers commentaries at Furious MindsCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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What do 2013's Upfronts and Newfronts Say About the State of Media? - Ashley Swartz

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