Another cable network plans to crash the traditionally broadcast-only upfront week in New York, according to The Hollywood Reporter.
USA’s upfront event will take place the evening of Thursday, May 17, 2012 at Lincoln Center, with cast members from its popular shows such as "Burn Notice" and "Covert Affairs" attending, the piece notes.
For many years, that week in mid-May had traditionally been the time for upfronts by the five major broadcast networks.
Along the way Univision, Telemundo and ESPN have moved their upfronts to that week, as has TNT and TBS.
The reason for the move by USA is to get ad buyers to consider broadcast and USA together when they make their buying decisions for the next season, the story adds.
USA is wrapping up its sixth year in a row as the top-rated cable network, the report notes.