Development Update

Mar 31, 2003  •  Post A Comment

Advertisers got their first glimpses of the broadcast networks’ fall development plans last week as executives from ABC, Fox, UPN and The WB traveled to New York for pre-upfront meetings with ad agency executives. For the full story, please go online to www.tvweek.com and click on Development update.
Highlights include:
* ABC’s big push was comedy, with network executives telling media buyers they plan to have 10 comedies on the air this fall and up to 12 by the first quarter. ABC already renewed its six comedies on Tuesday and Wednesday nights and detailed nine sitcom pilots in contention for next season to ad execs.
* Fox preached restraint with its use of reality shows and said the goal is to use them to launch scripted shows, but several ad buyers said Fox got the biggest positive reaction when it showed clips of Banzai, a Japanese import that creates humorous betting scenarios.
* WB executives discussed several options for Wednesday night next year since Dawson’s Creek will be gone, including splitting up Tuesday hits Gilmore Girls and Smallville to anchor the night or creating a comedy block on the night.
* Ad buyers all around agreed that UPN’s development looks much better than it has in the past and UPN has a clear goal to target trend-setting 18- to 34-year-olds and focus on multiethnic programming.