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Promax Commits NBC

Mar 3, 2003  •  Post A Comment

At least one major station group is in line to capitalize on Promax BDA’s theme of “Return on Investment” for this year’s conference.
The NBC owned-and-operated stations have committed to participate in June’s conference designed to advance the role and effectiveness of promotion, marketing and broadcast design professionals in the electronic media. That show of support has prompted Promax to sandwich meetings of the NBC group and other station groups in attendance between two days of presentations set to take place at the Westin Bonaventure Hotel in Los Angeles from June 4 to 6.
Promax has, in recent years, suffered from cutbacks to station budgets that prevented promotion executives from attending the annual event. Now, with the inclusion of the station group, Jim Chabin, Promax/BDA’s CEO sees change in the air.
“I’ve spent the last two months in a nonstop series of discussions with everyone ranging from stations to broadcast networks, trying to access where they stand and how Promax fits in to the picture,” said Mr. Chabin, who rejoined the organization late last year after a stint as president of the Academy of Television Arts & Sciences. “We determined that after a couple of years of not traveling, the time has come for stations to be able to meet and strategize. NBC deserves a real round of applause for stepping up to the plate.”
The conference will open on Wednesday with a focus on “Return on Investment” with presentations about how to make audiences grow and the topic of branding shows. Thursday will be dedicated to the station meetings, while Friday will continue the promotional seminars to executives. The Promax conference last year ran four days, but will now span three, including the private meetings on Thursday. The NBC meetings will take place at the hotel.
“We have been trying to make Promax truly station-friendly and felt that by shortening the conference from four days to three, attendees could be out of the office only a minimal amount of time,” Mr. Chabin said. “But it remains more important than ever for them to participate. In a 12-month competitive calendar, where stations are getting by with fewer staff members and smaller budgets, we felt that we had to make this conference easy for people to attend and make their time here count.”
Among the sessions already slated for the conference is a seminar on ratings, which will outline the five most effective factors in making audiences grow, according to a specially-commissioned Promax/BDA research study, and an advance on the TV advertisers who are expected to be big spenders in 2003-04.
Promax/BDA also will continue its “Promax on the Road” tour that launched successfully last year, hitting Dallas, Atlanta, New York and Chicago. This year the program will expand, with Seattle and Denver likely to be added to the list.