| The 2012-13 Upfronts- Why PR People Care About the Upfronts ... May 17th 2012, 20:14 May 17 2012 -  NBC's "The New Normal" (Photo Credit- NBC)
On Monday, MMC's Ronna Waldman and I joined 2,000 of my closest friends, including Mathew Perry (someone please find Chandler another hit show), Christina Aguilera (The Voice has become somewhat of a savior for NBC and will now anchor two nights), Ellen Barkin, Adam Levine and Anne Heche at Radio City Music Hall as NBC became the first network to officially announce its primetime fall line-up. The network, in dismal 4th place in ratings (behind ABC, CBS, and Fox), brought out its stars as it tries to stage a comeback in primetime. With an estimated $9 billion in advertising dollars up for grabs in network TV, do you blame them? But wait, we are in PR; why do we care about the Upfronts – and what are they, anyway? The Upfronts occur each May, when the major networks (and cable affiliates) unveil their new shows in grand fashion for the upcoming TV season. This is when they sell 80-90 percent of their ad time inventory to advertisers "up front" – several months before the television season begins. This is also the time when advertisers leverage their total ad spend to negotiate branded integrations during the next TV season. This is why we care. When MMC develops Big Ideas for clients, we don't just think about how to generate earned media or motivate consumers to visit a Facebook page; we think about communications holistically. That means we consider how to, among other things, generate authentic branded content that resonates with both media and consumers; as well as work on identifying the right voice (spokesperson) to communicate messages. Having our hand on the pulse of the next season's lineup puts us at an advantage when we create branded integrations – an area our clients now rely heavily on us for as we make it feel "earned" versus "paid." And since new hit shows create big stars, this is the perfect place to be on the lookout for new brand spokespeople. Several years ago, after attending and reviewing the new shows, I put the following unknown names on a watch list – you've probably heard of them now: Melissa McCarthy, Sofia Vergara, Zooey Deschanel. Here is our take on some of the shows we feel might make it or are teetering on the fence: NBC - Go On — Matthew Perry returns to NBC and teams up with the creators of Friends to create this dark comedy about a sportscaster who attends group therapy sessions to help him move on from a loss. He subsequently finds them to be a surprising support system. On the fence on this one; although NBC is airing it right after breakout hit The Voice in hopes of gaining traction – let's see.
- New Normal — Created by Glee alumn Ryan Murphy, this is a tale of a young gay couple played by Andrew Rannells (Girls) and Justin Bartha (The Hangover), and the woman who is the surrogate mother to their expanding family (Georgia King, Skins). The single-camera comedy will also feature Ellen Barkin and NeNe Leaks as characters in recurring roles. This show has promise, although it is initially slated to air right after Go On – and if that show does not gain traction, this show could lose viewers.
- Guys with Kids – Exec produced by Jimmy Fallon, it's a show that stars Anthony Anderson (Law & Order), Jesse Bradford (The West Wing) and Zach Cregger (Friends With Benefits) as three 30-something guys who appreciate the adventures of parenting although they haven't grown up themselves. Rounding out the ensemble are Jamie-Lynn Sigler (The Sopranos), Sara Rue (Guidelines of Engagement) and Tempestt Bledsoe (The Cosby Demonstrate). Fallon is the golden child of NBC, so even if the show does not initially do well, NBC will move it around until it does as they have ordered a full season.
- Do No Harm – a mid-season show that Stars Steven Pasquale — who recently appeared on NBC's freshman comedy Up All Night as Luke, Ava's boss Yvonne's right hand man — as a brain surgeon who struggles to control his dangerous alter-ego. Phylicia Rashad, of Cosby Show fame, is set to co-star in the drama. Interesting concept, has potential.
FOX - The Following – being touted as the next 24, Kevin Bacon stars in this mid-season show where he plays a former FBI agent, who is now tracking a vast network of serial killers. The drama is from Kevin Williamson (Vampire Diaries, Dawson's Creek). Yes, a good one.
- The Mindy Project — written and starring Mindy Kaling (The Office). Of note, NBC, the network where Kaling cut her comedic chops, took a pass on the project – so let's see. Fox is giving it a good shot though, slating it in following breakout hit New Girl. Has potential.
CBS - Partners — Michael Urie and David Krumholtz play friends and business partners — one gay, one straight — whose relationship becomes comically complicated when Krumholtz's character proposes to his girlfriend. Created by Max Mutchnik from Will & Grace so gives them a good shot; plus in a good timeslot.
- Vegas – Dennis Quaid and Michael Chiklis star in this period piece set in the 1960s and centered around the true story of Ralph Lamb, a rodeo cowboy turned longtime sheriff of Las Vegas. Great cast, should do well if it can attract the right audience.
- The Job – unscripted reality series from Mark Burnett and Michael Davies. Enough said – Burnett is gold.
ABC - 666 Park Ave — Based on the book series by Gabriella Pierce, at 666 Park Avenue. When Jane Van Veen (Rachael Taylor) and Henry Martin (Dave Annable), an idealistic young couple from the Midwest, are offered the opportunity to manage the historic building, they not only fall prey to the machinations of Doran and his mysterious wife, Olivia (Vanessa Williams), but unwittingly begin to experience the shadowy, supernatural forces. This is airing on Sunday and people have become used to seeing Williams here in Desperate Housewives, so people may tune in.
- Nashville– a family soap that follows two musicians — the star (Connie Britton) and the star-in-training (Hayden Panettiere) — through the country music scene. Also starring Eric Close, Powers Booth and Jonathan Jackson. Country is hot, could do well if the right audience tunes in.
- How to Live with Your Parents (For the Rest of Your Life) — Polly (Sarah Chalke) is a single mom who's been divorced for almost a year. The transition wasn't easy for her, especially in this economy. So, like a lot of young people living in this new reality, she and her daughter, Natalie (Rachel Eggleston), have moved back home with her eccentric parents, Elaine (Elizabeth Perkins) and Max (Brad Garrett). Right cast, could do well.
CW - The Carrie Diaries — starring AnnaSophia Robb as the incomparable and iconic Carrie Bradshaw growing up in the 1980s, will follow in Gossip Girls stylish heels at 9:00-10:00 p.m. This show will likely do very well given continued interest in Sex and the City and the show's timeslot.
So which shows do you think will do well this year. Check out each Network's web site:  | |
