Even at the US upfronts TV has become a dirty word
TV is big business, and nowhere is it bigger than in the US. Gavin Ashcroft travelled to New York for this year’s upfronts, but found even in the US TV has become a dirty word.
The New York Upfronts are a marquee industry event both in the US and globally, and when you read the list of venues from Madison Square Garden to Carnegie Hall and Radio City you get a real sense of the scale and spectacle you can expect.
There is a lot of great content coming down the pipeline with a raft of new shows from each of the networks – although I question whether there is one show that I could hang my hat on and say it will be massive.
What I found fascinating, however, was the tone of the presentations and what they each decided to address outside of the programming itself.
Viewability is such an important metric for AV today. Not only between television and online, but also across different platforms online.
How detailed is most people’s knowledge of what constitutes a view on Facebook versus Youtube? Who decides 3′ of autoplay with the sound off is an acceptable standard for a view?