• by Wayne Friedman , January 18, 2007

LAS VEGAS--The National Association of Television Program Executives meeting has changed. Although there are fewer new first-run shows for advertisers to consider, media buyers are more eager to pursue deeper, integrated media deals. These involve traditional syndication media, as well as newer digital components: online, mobile devices, and video on demand outlets.

Liz Koman, vice president of advertising sales of television for Martha Stewart Living Omnimedia, said she had substantial meetings for NBC Universal-distributed daytime show "Martha." Of course, for a decade or more, MSL paved the way in striking integrated media deals that incorporated television, print and other media elements.

Bo Argentino, executive vice president of media sales for NBC Universal Domestic Television Distribution, said that while traffic has been down versus the heyday of previous years, virtually all major media agencies--except Carat USA--were represented at the conference.

Carat now invites major syndicators to present new and old offerings in its New York City headquarters. Other media agencies, such as Starcom, also hold similar pre-upfront meetings.

Still, many major syndication-advertising executives were, for the most part, easily available in their respective booths and hotel suites. In contrast, years ago they typically had back-to-back meetings throughout the three-day conference.

But don't underestimate NATPE. One major agency executive says it's still important, since his clients still spend a healthy portion of their media budgets in syndication.