Media buyers are gearing up to include new digital platforms in their 2006-07 upfront advertising negotiations with the major television networks. "How is this upfront different from all other
upfronts?" Charlie Rutman, CEO for North America at Havas' MPG unit in New York, asks the
New York Times, answering, "This upfront will be different because of all the choices." The 2006-7
upfront starts today, reports
The Times, "with the presentation of the NBC prime-time lineup, and continues through Thursday. After the unveiling of the schedules, bargaining begins over how
much the advertisers will pay as well as which shows they will sponsor or snub."
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