• by David Goetzl  @dgoetzl, March 26, 2007

Viacom may be trying to slash costs at MTV Networks, but it had no problem taking on a deficit Friday by enlisting President Clinton to headline an upfront event. MTVN sought the ex-President's help in drawing attention to its lower-profile TV Land network--in part because Clinton is a member of the channel's target Baby Boomers.

TV Land wouldn't comment on how much it cost to persuade the former President to try to convince a roomful of agency executives to spend more on the network, which used to be focused on classic TV but is increasingly shifting into original programming. But a recent Washington Post report said Clinton has garnered some $40 million in speaking fees since departing the White House, and commands hundreds of thousands of dollars for a single appearance.

At a time when cable networks are said to be looking to tone down traditionally glitzy upfront events--MTVN had enough stars last year to rival the Oscars--TV Land certainly took a different tack with a pricey speaker appearing on a decked-out Jazz at Lincoln Center stage in New York.

Still, the network clearly was going for a soft sell, using Clinton's drawing power as an entrée to deliver some quick pitches to Madison Avenue, then trying to gain advertisers' affection by unleashing the speaker for hire. Officially, Clinton's appearance was billed as a natural link to TV Land's "Cause Change" effort dealing with Boomers' philanthropic tendencies.

TV Land ad chief Jeff Lucas made only a brief appearance to tout the spending power of the 78 million Boomers and their 96% retention rate during commercials. Then, network president Larry Jones followed quickly with news that originals on tap include an up-close look at the life of George Foreman and sort of an "America's Next Top Model" for the over-35 set.

Then, "America's first Baby Boomer president" took the stage for more than an hour, starting as a wonk and opining on such arcane topics as grain productivity in South America and overstocked fisheries, then finishing with some pop culture tidbits. In those lighter moments, he said he's been flipping over to TV Land after watching the NCAA hoops tournament and is a fan of "Grey's Anatomy," "24" ("even though apparently an uber-right wing guy writes it") and "Boston Legal" (he likes the "dynamic" between Spader and Shatner).

As other networks--many within MTVN--zero in on the 18-to-49 and 18-to-34 demos, TV Land is unequivocally aiming older. "The days of targeting younger audiences, and hoping mature consumers will follow their lead, are now officially over," Jones said.

TV Land's coming new originals include "Family Foreman," a look at the former boxing champ with five sons named "George" and a popular grill brand to his name, and "35 and Beyond Super Model Search," in which models older than 35 will compete for a contract. In October, the network will debut "Back to the Grind," where ex-sitcom stars such as Harry Anderson ("Night Court") will perform the real-life roles of their characters.

Also on tap this summer is a month of programming with an "Elvis" theme and "High School Reunion," where more than a dozen alumni from a 1986 high school class are reunited.

TV Land, which still airs "Mash" and "Sanford and Son" in prime time, will also begin to offer more contemporary off-net fare in comedies "Scrubs" and "Just Shoot Me."