• Broadcasting & Cable, Monday, March 31, 2008 12:15 PM

For its upfront, arts network Ovation is meeting one-on-one with advertisers and buyers to pitch them on new partnership possibilities that may make up for its relatively small reach. The relaunched channel--in 28 million homes--is touting its deals with about 50 museums and cultural institutions to offer advertisers a chance to target consumers at those venues.

For instance, Ovation already brokered a deal between the Museum of Natural History in New York and Geico around the museum's "Human Origins" exhibit, with the insurance company getting on-site placement for its logo while Ovation got a cut of the package. With advertisers including Buick, Acura and Grey Goose, Ovation will hold about 100 meetings with buyers and advertisers this upfront instead of doing the typical show. "We realize we need to be very, very creative," says Chief Operating Officer Ron Garfield--noting that it offers several sponsor exclusives, including "Bid on This," a series about high-end auctions.

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