• by Ed Martin , May 6, 2011

I wonder if the broadcasters will take any cues from USA Network's terrific upfront presentation earlier this week? Simultaneously amped up and stripped down, it was a refreshingly straightforward showcase for the network's programming, devoid of all those lectures and data clutter that typically bog down such events.

Apparently the folks at USA aren't afraid to reinforce the idea that content really does rule. None of that talking the talk without walking the walk stuff for them. In fact, there wasn't an executive in sight on stage during the presentation. Instead, the stars of the network's signature shows - including Jeffrey Donovan of "Burn Notice," Matt Bomer and Tim DeKay of "White Collar," Piper Perabo of "Covert Affairs," Sarah Shahi of "Fairly Legal," Mark Feuerstein of "Royal Pains" and James Roday and Dule Hill of "Psych" - were front and center, talking about and introducing clips from their own shows, the network's upcoming series and its multi-platform pro-social initiative, Characters Unite.

Not surprisingly, the crowd thoroughly enjoyed it. (I'm reminded that some of the most effective moments at Fox presentations in recent years came when Kiefer Sutherland took the stage to thank the advertising community for its support of "24.") There were other stars from USA shows seated in the front rows, and to judge from the laughter and cheering from that section (especially from Donovan's co-star Bruce Campbell) they were having as good a time as anyone in the room.

Once all the programming talk was over, Janelle Monae and her band entertained the crowd with a few songs. Impressively, the entire staged portion of the event (including Monae's performance) clocked in at less than one hour. Then it was on to the party area for several hours of fine food and great music and, most importantly, plenty of unhurried access to USA's senior executives and almost all of its stars.

It was all so simple and efficient that I couldn't help but wonder why other networks don't structure their upfront events in the same way. Why force an audience of advertisers and reporters year after year to listen to executives spin their numbers (from TV ratings to website hits to Facebook "likes") and talk about how everything they are doing is bigger and better and more successful than ever? Most of the people in the room already have the information they need, and those who do not will be brought up to speed via private agency meetings or press releases. Upfront presentations should be smart celebrations of the best that networks have to offer and, when properly produced, they should leave those who attend them eager to learn more about, and ultimately become involved with, their content.

To put it another way, USA simply removed all the elements people appreciate least in upfront presentations -- and put a spotlight on the best. The environment - a deluxe tent at Lincoln Center, divided into a theater/stage area and an after-party space -- was formal and very professional, as befits such events, but the experience and the take-away were informal and very personal, in the most effective sense. (As if the presentation and party weren't impactful enough, giant images of USA stars were projected onto the west side of the David H. Koch Theater directly outside the tent exit, making for a powerful final impression.) It was altogether the exact opposite of the approach so many other networks (especially the broadcasters) have taken at their upfront presentations in recent years, relying more on executives than talent to engage their audiences. Think about it: Why do in a giant venue what can easily be done in a conference room?

If executives must speak at upfront events then brevity is crucial. In 20 years of covering them, I have never exited a presentation and heard anyone declare that the executive spin portion should have been longer! Rather, the focus should be on actors, reality stars and other on-camera personalities, as well as carefully selected clips from programming, all served up in such a way as to excite and impress advertisers and journalists alike. USA's event could serve as a blueprint for all.