• by Joe Mandese  @mp_joemandese, February 1, 2005

Each spring the TV industry honors the person or people that have done the most to advance the business of television. It has recognized media barons like Rupert Murdoch, Sumner Redstone and Ted Turner, and TV personalities such as Oprah Winfrey, Walter Cronkite and the network evening news anchors. It has even acknowledged the support of big advertisers like AT&T, Coca-Cola Co., General Motors and Procter & Gamble. This year, when the International Radio & Television Society (IRTS) hosts its Gold Medal Dinner, it will be honoring Madison Avenue. Not it's creative shops, but its media planning and buying agencies.

In recognition of the growing importance of media planning and buying, the IRTS will salute the "Top Media Agencies" at its April 12 Gold Medal Dinner at the Waldorf-Astoria in New York.

The agencies were selected based on a variety of criteria including their TV buying clout, as well as their reputation for creativity and innovation. They include:

* Carat
* Initiative Media
* MediaCom
* Mediaedge:cia
* MediaVest
* MindShare
* OMD
* Starcom
* Universal McCann
* Zenith

"Without their support, a lot of what we do wouldn't happen," said Joyce Tudryn, president of the IRTS, noting that media buyers historically have played an integral, albeit a behind-the-scenes role in the TV programming process. However, she noted that even that is changing as shops like MindShare take a more direct role in programming development and production, and as most agencies step of their branded entertainment practices.

The black tie gala will also acknowledge key media buying "pioneers" who played an integral role in the development the TV business and programming.