At Rebooted TV Upfronts, The Show Must Go On
deadline.comReboots, as the past few years have shown, are beloved by the TV business. This week’s makeover centers on the upfronts, a decades-old industry ritual revitalized by a new push into streaming ads.
Fabled New York venues like Radio City Musical Hall and Lincoln Center will once again play host, and a conga line of talent will take the stages, in stark contrast with the strike-afflicted 2023 edition.
As the ad business crawls toward a recovery, there are more in-person presentations – eight, up from six a year ago, filling the Monday-to-Wednesday schedule – including the debuts of Netflix and Amazon. (See full schedule below.) After the Zoom doom loop of Covid, this year’s extravaganzas are sure to feel particularly festive.
And the entry of major tech companies, including YouTube, whose Brandcast will cap off the week, will add considerable buzz.
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