Cable Upfronts: All About The Multiplatform

Funny how things change in a year…at this year’s cable upfronts, if there’s one word that networks are hoping to drill into the heads of ad buyers at this season’s cable upfronts, it’s “multiplatform”, reports B&C.
Networks like Nick, Court TV and Lifetime unleashed a torrent of buzzwords..
In its presentation, The Disney Channel boasted about its mix of platforms, which currently includes downloads on iTunes and deals with mobile and VOD providers.
Court TV riffed on its “Seriously Entertaining” slogan, promising to be “seriously everywhere” by adding broadband to its current satellite radio, mobile and VOD presence.
This is the other side: Starcom New York senior VP Doug Seay doesn’t blame the networks for trying to assuage advertisers’ concerns. “It’s legitimate posturing, but it’s a little bit like pushing the options on a car…They’ll say whatever it is that will help them sell the car.”

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