• by Wayne Friedman , Staff Writer, July 16, 2008

Fox wants to move its upfront location and date? No problem. Just make sure there is air-conditioning and a nosh.

It doesn't seem to be upsetting NBC that, planning next year's upfront presentations, Fox is moving in on the peacock network's territory -- that of Monday, NBC's usual date for its upfront festivities.

That's because, for some time, NBC has already been telling the media buying community there is a new way of doing business when it comes to buying advertising on television -- and that it doesn't have to do with glamorous, star-studded, two-hour-long events.  

For its part. NBC has been doing other types of advertiser presentations -- "digital" and "out of home" upfronts earlier in the year. In addition, NBC has all that "NBC 2.0" and "NBC 3.0" stuff going on, plus telling advertisers the TV season is 52 weeks, or even 65 weeks. long.

Strange calendar math aside, NBC wants a different relationship with its advertisers as it searches to get out of the ratings basement among broadcast networks. Does that mean new marketing dollars will be coming its way? Who knows? But, I say, let them have it.

Fox, as the leading network for the last four years -- essentially the new muscle in the neighborhood -- wants to play in the old playground. So let Fox have the coveted  Monday spot -- even though its explanation for taking the position is a little weak. Fox says it is worried about next year's Memorial Day weekend next year, which comes earlier than expected -- thus conflicting with its usual Thursday afternoon upfront plans.

Please. Media buying executives are always jumping through hoops that time of year. That's their job. They blow weekends getting ready for the market to move -- or make deals because the market is moving -- because their clients demand it.

The only big issue with Fox is keeping its media buyers from schvitzing on each other while Brad Garrett comes out to do his blue nightclub act. That disastrous upfront happened in The Armory in New York City some years ago.

Keep them dry and smiling, and they'll buy plenty .