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Taking things one at a time at PROMAX

Jun 18, 2001  •  Post A Comment

Stations and studios may not be crowding the floors of PROMAX this year, but that doesn’t mean the show’s presence won’t be felt in the upcoming TV season.
The world’s largest gathering of promotion, marketing and design professionals in TV, digital media and radio is set to unfold this week in Miami. But at a conference about appealing to the masses, this year’s unofficial theme for syndicators is all about one-on-one discussions.
A slew of station groups from Tribune to CBS to Fox will not participate en masse in the annual conference this year, due largely to economic factors. However, numerous stations are individually sending representatives to the event as studios prepare promotional blitzes this summer and fall.
“As the trade organization has evolved, so have we,” said Delilah Loud, senior vice president of advertising and promotion at King World Productions. “We still anticipate good attendance this year. In order to accommodate everybody, we are going to do a general marketing workshop in an informal setting at a large hospitality suite in the convention center. This will allow us to hold more one-on-one meetings with stations.”
The sole company to offer an individual workshop will be Pearson All-American Television, which will set up at the Loews Miami Beach Hotel. The company will set out guidelines for the upcoming game show “Card Sharks” that are designed to successfully launch the series in a way that echoes its introduction of “Family Feud.”
Other companies are making their presence felt in other ways. Universal Television will have executives on hand for meet-and-greets throughout the event, topped by a party on Wednesday night for its VIPs. The distributor will aim to move forward with promotions for “Blind Date’s” third season as well as for the upcoming freshman strip “The Fifth Wheel.”
Heading the Warner Bros. hospitality suite will be Yelena Garofolo, senior vice president of WB corporate marketing and advertising.
The company is in the midst of two big launches for the fall, off-net runs of “Mad TV” and the debut of “Elimidate.”
As for Twentieth Television, the company will send five people to press the flesh with the conference attendees.
“Despite consolidation and the dot-com downturn, we’re still in an ever-expanding industry,” said PROMAX & BDA President and CEO Glynn Brailsford. “New channels-be they digital, online, international, etc.-are launching all the time. Each of these channels is looking for the best way to make their mark in the marketplace, and that’s exactly what PROMAX & BDA is about.”