(Continued from Page 10) 12 June/July 2013 L.A. Screenings ( Co n t i n u e d ) CBS Interactive — also held separate NewFront events. CBS Interactive announced the upcoming launch of several online series based on network shows. However, as it stands for a TV network it’s better to collect retrans fees from cable than to go the live stream route via the Internet. Perhaps the business model will change toward streaming if cable and satellite operators drop the networks in favor of original programming a la carte. Finally, when the U.S. broadcast networks and the Spanish-language broadcast networks like Univision, Telemundo and FoxHispanic held their Upfronts, they marked the end of a multi-monthlong run of presentations geared at advertisers (clients and agencies). During last year’s various Upfronts, advertisers committed to pre-buy an estimated $20 billion worth of commercial time. Then the focus switched to the L.A. Screenings. The unusually large — but welcome — number of new TV series for the 2013-14 season meant longer screening hours for international buyers in those extra cold Hollywood studio theaters. Fortunately,afterthe2011VideoAgeDailyatNATPE story on “How To Dress For the L.A. Screenings,” an increasing number of studios offered blankets to keep warm. Considering that as the number of new shows goes up the temperature in the screening rooms and theaters seems to go down, those blankets came in handy. Also keeping buyers warm was a large slate of newbroadcast and cable shows, including 13 from Sony Pictures TV (SPT), 13 from Disney, eight from CBS, 10 from NBCUniversal and 12 from WB. These in addition to many new cable shows and even original programs for digital outlets such as Netflix. Executives at SPT have repeatedly told buyers that this year the studio had more new shows than in the past 14 years, making for a total of 33 shows, including those currently on air and those set to air. Another observation was that, with the improving economic situation, more budgetfriendly comedy slots are being replaced with big, high-budget dramas. Last year, some buyers were able to split some screenings days between two studios. This year, due to the large number of shows, they had to devote a full day to each studio. Most Latin buyers arrived two days after the indie suites were set up at the Century Plaza Hotel in Los Angeles. But the few who came early were nevertheless sequestered by the studios, which showed them the New York City Upfront presentations via satellite. This meant that the indies arrived one day too early. Some indie exhibitors at the Century Plaza Hotel commented that, instead of May 14, their Screenings should have started the next day. By Saturday, May 18, the indies were winding down while the studios picked up steam. With Latin buyers first invading the studio lots (Canadians had already made their selections), followed by Europeans and Pan-Pacific buyers, more unusual comments were heard. For example: Overall, colors on the screen affect buyers’ moods; screenings that showed red colors overall tended to warm up buyers. Conversely, blue tended to cool them off. Plus, some buyers found the pre- and post-screening producers presentations to be useless and time-consuming. In addition, while many buyers enjoyed the large screen presentations that make TV shows look and feel like theatrical movies, others preferred watchingona smaller screen. Finally, somebuyers wished to return to the individual screenings of the past. On the indie side, it was observed that, out of the 78 exhibitors, 45 were on the 17th floor of the Century Plaza Hotel, while 14 opted for the larger rooms of 19th penthouse floor. As far as the party scene was concerned, Venevision opened the indie portion with a reception on May 15, while the Disney party opened the studio screenings the following Sunday. For its part, the Fox party closed the event on May 23. The Eighth Annual L.A. Screenings Veteran Luncheon, now honoring the memory of veteran international TV distributor Jim Marrinan was also held on the 23rd at the InterContinental Hotel. Indie general screenings-cum-cocktail parties included those of Colombia’s Caracol and Argentina’s Telefilms. Many indies also reported brisk sales, withFremantleMedia’s SheilaAguirre commenting that it was “better than expected.” Aguirre also invited some buyers to attend the live broadcast of its American Idol at the Nokia Theatre in Los Angeles. Participants at the Eighth Annual L.A. Screenings Veteran Luncheon, now honoring the memory of international TV executive, JimMarrinan Portion of the 17th floor corridor at the Hyatt Regency Century Plaza Hotel Caracol’s Lisette Osorio, Gonzalo Cordoba at Caracol’s screening and cocktail party in L.A. L.A. Screenings tools: Light-up pens, one-sheets, VIP passes, VideoAge’s Screenings Guide, party invitation, L.A. Screenings Veteran’s Luncheon menu. New this year, a yearbook from Disney (photos of buyers in their youth). Not shown: The requisite blanket It has been said that there is no longer a fall season. Nevertheless, Upfront presentations multiplied to include cable networks, Hispanic TV channels and digital TV outlets.
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