June 17, 2007 9:00 PM
They say upfront negotiations are going to be tough this year. But are media buyers really going to need boxing gloves? Oxygen thinks they will. The network this week will be parking a mobile boxing ring outside agencies, encouraging buyers to practice their punching and kickboxing. The hardest punchers will win prizes.
In addition to releasing some of their frustration, the stunt should remind the buyers of Oxygen's new show "Fight Girls," which had its debut last week. Oxygen also will be providing buyers with energy drinks, protein brownies and other healthy snacks, as well as desk-top punching bags bearing the Oxygen logo. -- Jon Lafayette