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On Or Over, Strike Could Monkey Wrench Upfront

  • Adweek, Tuesday, January 29, 2008 12:01 PM

As writers and producers resume negotiations, hopes are up that the three-month-old Writers Guild of America strike that is crippling the fall TV season could soon be over. But the next season is already feeling the effects as production of both current programs and those under development has stopped. And that could throw a monkey-wrench into this year's spring upfront selling season.

While a quick end could let broadcasters go to market with original episodes of returning series, production on new scripted series would have to go on in a compressed window -- and the nets might not even have footage to show advertisers. Some buyers say more of this season's freshman crop of shows could return next fall than usual. "Some shows are going to be given the benefit of the doubt because of the dearth of development," says Brad Adgate, senior vice president, director of research at Horizon Media. And it could mean more, and cheaper, reality shows.

"The networks can't go back to a model that isn't economically feasible for them," notes Laura Caraccioli-Davis, executive vice president and entertainment director at Starcom USA. "And because the audience has shown a willingness to watch reality, I think we'll continue to see more of this type of programming."

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