V I D E O • A G E JU N E/ JU L Y 2 0 1 0 10 The 2010 upfronts in New York City, which led into the Los Angeles Screenings, have this year been characterized by six major elements: 1. A record number of primetime pilots picked up by U.S. networks. This was due in large part to copious cancellations, and NBC wisely restoring its 10 p.m. slot. Out of 90 pilots for the 2010-2011 prime-time TV season, the five major U.S. broadcast networks picked 42, of which there were 14 comedies and 21 dramas, three dramedies, three reality shows and one animated series. In addition, the major U.S. cable networks have cumulatively ordered six new dramas, three comedies, one dramedy, one cartoon and 10 reality shows. All that makes for a total of 63 new shows, a record 70 percent pick up. 2. The return of NBC as a large consumer of scripted shows. NBC spent 40 percent more than usual (an estimated total of $50 million) in development for the next season’s new shows, bringing in 12 new programs. The network wanted to show restored stability after suffering through a two-year roller coaster ride with the writers’ strike, a reduced pilot order and the decision to forego an upfront (substituted by something like an “infront” or private meetings with advertisers) and Jay Leno’s failed 10 p.m. experiment. 3. Big changes for CBS following a wave of series cancellations. For the first time in more than 40 years the network will run back-to-back comedies in the 8 p.m. slot on Thursdays. CBS’ Kelly Kahl described the network strategy as “aggressive stability.” Controversy is nevertheless creeping in. For its comedy $#*! My Dad Says (distributed by Warner Bros. and starring William Shatner), the expletive is written in unpronounceable characters, but uttered as “bleep.” The Parents Television Council has denounced CBS for inserting the curse word into the title. 4. While CBS refreshed its 8 p.m. slot, ABC opted to attack the 10 p.m. time period with more comedies (a total of six new ones), and event television. 5. The 1980s are back on U.S. broadcast TV with updated versions of shows such as Dallas (Lonestar on FOX); Hawaii Five-O (on CBS); Quincy, M.E. (Body of Proof on ABC), and stars such as Jim Belushi (The Defenders, CBS), Tom Selleck (Blue Bloods, CBS) and the aforementioned William Shatner. Plus, it’s clear that crime and courtrooms still fascinate U.S. net execs while doctors and hospitals are losing their appeal. 6. The show part of show business was back with lavish parties at both the upfronts and the L.A. Screenings. Plus, viewers are returning to the “boob-tube.” According to FOX’s Jon Nesvig, 80 percent of TV shows are still watched live. As far as the New York upfronts — where the nets announced their new season’s series to their advertising clients — were concerned, it is estimated that this year the five broadcast TV networks will generate something like $9 billion in their inventory pre-sale. This compares to $7.4 billion at the 2009 upfronts. Last year, the five major broadcast networks took in about $1.5 billion less than the previous year, because of the recession. “We know you have money this year,” joked comedian Jimmy Kimmel at the ABC upfronts at Lincoln Center. This time the networks will ultimately pre-sell more inventory (around 80 percent) and will be looking at a 15 percent rate increase (most likely they’ll get nine). Last year, most nets sold less inventory at the upfronts, leaving more air time for later scatter sales, which proved to be a fortunate move since the economy picked up late in the year and commercial rates improved. The upfronts are not only for broadcast Big Studios’ Output Cuts Further into Indies’ Wallets L . A . S c r e e n i n g s NBC Universal International TV Distribution’s Belinda Menendez, Maria Sanchez, Tamara Misert CBS Studios International’s Armando Nuñez, Joe Lucas, Barry Chamberlain Telefe’s Meca Salado Pizarro, Julian Rodriguez Montero, Michelle Wasserman, Alejandro Parra, Marisa Badia, Axel Kuschevatzky, Jesica Stescobich, Victor Vega at the traditional Telefe cocktail party AETN’s Christine Van Schoick, Mayra Bracer, Sean Cohan (Continued on Page 12)
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