Low-rated broadcast networks need it more than ever, and even a top-rated kids cable networks could use it: that is, a new brand image. Jeff Gaspin, the newly named chairman of NBC Universal Entertainment, has already talked about how NBC needs a rebranding. Kids TV leader Nickelodeon says it'll be rebranding, changing its longtime red "splat" logo for all its channels -- Nickelodeon, Nick at Nite, Nicktoons, Nick Jr., Noggin and TeenNick.
In Mexico, TV broadcasters have to run political ads free of charge -- all to level the playing field. In this country, political messaging only has to be priced at the lowest commercial unit rate. It looks like Azteca, Mexico's No. 2 TV broadcaster, has had enough of the freebie thing, though.
The new branding of Ben Silverman has commenced. But his new digital company, from the now ex-NBC Entertainment chief, is still in a state of flux. Silverman said in two separate interviews the company will be "Reveille Meets BBDO"; then, "Warner Bros. Meets BBDO." He told Advertising Age the former; the New York Times got the latter. Did he change his mind between interviews?
A promo for USA Network's "Psych"'s upcoming new episodes that will start in August takes a new tack: It touts a similar show, CBS' "The Mentalist." Both shows have freelancers helping police solve crimes using their keen observational and deduction skills.
CBS has done it; so have Fox and ABC. But fourth place NBC isn't ready to move its top-rated summer reality show to the highly competitive regular broadcast season that begins in September. Its high-flying reality show "America's Got Talent" will remain a summer-only program -- for now.
The TV upfront market is finally moving again, as deals have begun to be completed. But media buying and selling executives have had to contend with something extra this year: NDAs. That stands for nondisclosure agreements. More than a few major media agencies/advertisers asked media sellers, and other executives, to sign these accords, all with the aim of withholding key information about deals to other clients, journalists, and any other interested parties.
Some sports fans are pissed that they won't get to see the highly touted upcoming United States/Mexico soccer game on U.S. television next month.
Strip out the spin, and all the drama around its executive personalities -- NBC needs a hit. Pure and simple. With the TV critics tour a couple of week away -- as well as the growing importance of next week's Comic-Con -- NBC Universal needs to create buzz for its flagship NBC network, still sitting in fourth place, and get it on better footing.
In the early '80s/late '90s, when Nascar races ran on television, it was hard to find TV commercials from race car sponsors -- those big-name marketers whose messages on the car hoods got noticed on TV while zipping around a track at 180-plus mph. Which got me thinking -- why don't you see TV commercials for Twitter? It's the same reason you don't see ads for YouTube -- they don't need it.
The upfront is waiting. But, according to many executives, it is actually over. The thinking is, sellers and buyers have read the market -- and know the score. All that's left is to complete deals. You want numbers? Sure you do. Everyone's got numbers.