News from RJ Palmer

Location-Location-Location

NBC made the opening jokes about moving from glamorous and spacious Radio City Music Hall to the more modest New York Hilton this year. The subtext was that the money went into development to produce a bevy of much needed fall and mid-season replacement programming. The change allowed NBC to include as many people as possible at the event and provide a luncheon with some of the classic upfront accoutrements including photo ops, big buffets, full bars and glad-handing stars. The event said, "We still have what it takes."

CBS has been at Carnegie Hall for ages and if that does not say stability, Les Moonves was on stage to remind you that CBS is still number one and not sitting back on development. The party moved over to Lincoln Center's tents as their regular watering hole, Tavern on the Green, has been closed. If not for that, it could have been any other number 1 year for CBS when they held their upfront at Carnegie Hall and shared the same Poltrack fact about CBS Sunday viewership beating out the #1 movie of the year.

Graphics and Design

ABC's liquid chocolate and caramel graphics were as smooth as the network's presentation which clocked in at just under an hour. Staged at Avery Fisher Hall at Lincoln Center, near their chic Upper West Side home, the presentation showed ABC as a buttoned up, smooth entity that knew what it had to do.

Also under the graphics heading, CW gets the nod for best bonus item. Nicely designed water bottles gracefully sported the CW logo and provided an easier to hold, slimmer profile that many women in the audience remarked on. Subtle, but attention getting to the right audience.

Fox scattered Glee and American Idol themed drink coasters around their party in the shape of records.

From invites to party set, NBC used the peacock colors as its theme. It was surround sound color in the three-screen auditorium and the color draped party. Even the little cards directing you to get your photos online were peacock-color themed lest you confuse your NBC star photos with any other networks'. Though difficult to say what exactly the color communicated, NBC also used the graphic in consumer print ads, such as Entertainment Weekly where they announced part of their schedule (NBC with A More Colorful Fall).

Welcome Mats and Take Thats

Later in the day, NBC used the strong color graphics to wrap taxis parked along Broadway opposite The Beacon Theater, FOX's upfront venue, in hopes that you would not forget about NBC amongst all the clutter of the week.

CBS created an advance party using their outdoor real estate outside Carnegie Hall and at the Theater at Madison Square Garden to run promos before the CBS and CW presentations. (CBS is a part owner of CW.)

Music

CW and Univision were the two networks that used music to brand their events. Both chose appropriately. Dawn Ostroff introduced Katy Perry to youthful enthusiasm and the 25-year old pop star gave an early morning rendition of her (and CW's) signature song California Girls. Even at that early hour (earlier still for a California girl), Perry showed star power and embodied the aspirations of many CW viewers who dream of a life like hers via CW shows. The acoustics at the Theater at Madison Square Garden are not world famous and her band was also just waking up but for a generation that has only heard music on iPods, it was spot on.

Conversely, Jazz at Lincoln Center's Frederick P. Rose Hall was designed for great live music and it is no coincidence that Univision chose it to present their line up and close the show with Ricky Martin. The hall has special flooring that creates an amazing atmosphere where first rate musicians love to play. Martin's band, from horns and drums to strings and guitars took full advantage and sounded big time. Univision made it clear in the presentation that they are not just the top Spanish language network, but frequently number 1 or 2 on certain evenings among all networks. Underlying message, we are not just another niche network; we are a really big one. One that can afford to treat you lavishly. Which is just what Univision did including a multi-tiered party with Central Park views from the Allen Room set to a Latino beat.

Food

Turner Networks TBS and TNT won the week with the most comfortable food set-up. Little tables at each chair held breakfast pastries, fruit and coffee fixins. Guests desperate for caffeine at the morning event were quickly assuaged and settled in for the dual-network celebrity walk-on-a-thon that accompanied their development slate. Those in the business who have worked with Turner's promotions and marketing powerhouse know that Turner is unsurpassed at logistics from production to air. It's no wonder they know how to serve a no-nonsense yet pretty breakfast.

Univision took advantage if its Latin roots and served favorites from up and down Central and South America including ceviches, empenadas, salsas, and tamales (from famous NYC caterers Great Performances).

FOX, CBS and NBC took a more general media approach and went for wide appeal food, the kind that many Americans eat in front of the set. Burgers, hot dogs, fries, classic sandwiches like BLTs, barbeque and all-American desserts were joined by no longer exotic quesadillas and sushi at their parties. To remind us they are still more youthful, FOX had some signature drinks that glowed.

Timing and Other Subtleties

Just being there meant something to both Univision and Turner. Holding their upfront parties and presentations during the same week as the other four broadcasters is crucial for them. It makes a statement about their size and importance that has a real impact on budgets and press attention.

FOX opened the week with a rain free Central Park party at Wollman Rink that was light hearted, fun and gave the industry a chance to reconnect and network. The setting was beautiful but not overly branded, perhaps a sign of quiet confidence.

Locations, timing, graphics, music, food are all tools in the event planner's kit to brand an event and point to and support the messaging within presentations.