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Saturday, 8 May 2010 - Less drama, more money in TV dealmaking season |
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    AFP - Thursday, August 6TAIPEI (AFP) - - Taiwan's Beijing-friendly government on Wednesday denied boycotting an Australian film festival amid a row over the e
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    Edition: U.S. Article Save Email Print Reprints Most Popular Most Shared Americans "bombarded" with cancer sources: report 06 May 2010 Stock plunge raises alarm on algo trading 8:31am EDT Witness: A day chasing North Korea's camera-shy Kim 6:52am EDT Obama says authorities probe cause of stock swoon 2:14pm EDT Dome lowered toward site of huge oil spill | Video 3:48pm EDT WRAPUP 13-Conservatives need partners after inconclusive UK vote 4:14pm EDT Stocks see little support from U.S. jobs data | Video 4:32pm EDT Nasdaq names stocks with cancelled trades 8:03am EDT Pakistanis pose as Indians after NY bomb scare 12:52pm EDT REFILE-US to announce Mexico trucking plan soon-LaHood 06 May 2010 The Science of Success 27 Apr 2010 Americans "bombarded" with cancer sources: report 06 May 2010 Pakistanis pose as Indians after NY bomb scare 12:52pm EDT Stock plunge raises alarm on algo trading 8:31am EDT REFILE-US to announce Mexico trucking plan soon-LaHood 06 May 2010 Freshway Foods recalls romaine lettuce 06 May 2010 Stock plunge raises alarm on algo trading | Video 06 May 2010 Food-stamp tally nears 40 million, sets record 1:28pm EDT Chicago rail boss commits suicide by train: reports 1:36pm EDT U.S. schools add fresh food without busting budgets 06 May 2010 Less drama, more money in TV dealmaking season Paul Thomasch NEW YORK Fri May 7, 2010 3:28pm EDT Related News As media results improve, investors lose interest Wed, May 5 2010 WRAPUP 2-As media results improve, investors lose interest Wed, May 5 2010 News Corp shares plunge on weaker-than-expected outlook Wed, May 5 2010 UPDATE 4-News Corp profit up on Avatar, but outlook disappoints Tue, May 4 2010 "American Idol" ratings down, but ad sales seen up Tue, May 4 2010 NEW YORK (Reuters) - Television networks could bring home at least $1 billion in extra advertising sales for the upcoming prime-time TV season, a big improvement after last year's dismal "upfront market." Entertainment  |  Television  |  Media Sales start in earnest later this month after ABC, CBS, NBC and Fox introduce their 2010-2011 TV schedules, and could wrap up in a matter of weeks, possibly by early July, according to advertising and broadcast executives. At this time last year, advertisers and broadcasters were heading into a protracted, contentious and frustrating upfront market. In the end, advertisers bought about 15 percent less commercial time, and successfully bargained for price cuts for the first time in eight years. ABC, CBS, NBC and Fox should win back most of that money this time around, with major categories like auto, retail and financial services in far better health. Barclays Capital analyst Anthony DiClemente predicted that ad dollars would be up about 20 percent to $8.26 billion for the four biggest broadcast networks. Advertising and TV executives, many of whom spoke on the condition of anonymity because of the sensitivity of negotiations, said preliminary meetings between the two sides had a far different tone than last year. "Things couldn't be more different than they were a year ago," said Jo Ann Ross, head of network sales at CBS. "Right now, all indications are good. We're having a lot of good meetings with clients," she said. "The number of meetings is about the same, but the tenor and tone is different. We're finding a lot of enthusiasm on the other side of the desk -- there isn't that 'The sky is falling' feeling." Even media buyers, who negotiate for ad time on behalf of clients like Ford Motor Co, AT&T Inc or Microsoft Corp, are willing to talk higher prices this year. "The mood has changed drastically," said one, predicting that the advertising community would wind up paying rate increases of about 10 percent. "People are positive about the remainder of 2010 and especially 2011." Increased confidence about the economy is driving stronger sales -- and can be witnessed in the rates advertisers are now paying for last-minute commercial buys. In many cases, they are paying 20 percent to 30 percent more than they would have in last year's upfront market. Investors seem well aware that advertisers are buying again. In the past year, shares of Walt Disney Co, owner of ABC, News Corp, owner of Fox, and CBS Corp, owner of CBS, have outpaced the S&P-500 index. Analysts warn, however, that expectations of a stronger upfront are already built into the stocks, most of which have fallen in recent days despite improved quarterly results. To be sure, the TV business isn't all rosy. Advertisers continue to be frustrated by the spread of digital video recorders, allowing more viewers to skip commercials. Plus, they have plenty of other choices when it comes to spending budgets, whether that is cable TV, social networks or search. So far this year, viewership among young adults is down about 8 percent for regularly scheduled prime-time programs on the big four networks, according to Brad Adgate, a senior vice president and researcher at Horizon Media. Each network faces also faces headaches ahead of next season. For instance, Fox badly needs to rebuild buzz around "American Idol," while ABC must fill a hole left by the end of "Lost." CBS, meanwhile, needs to expand beyond crime-drama franchises like "CSI" and "NCIS," ad executives said. NBC looks to be in the toughest spot. Its prime-time ratings are stuck in a slump, it is still recovering from the disastrous decision to move Jay Leno to prime-time, and will soon undergo a change in ownership with Comcast Corp buying control from General Electric Co. "For the NBC broadcast network, our goal is to continue to rebuild our programing in prime-time," said Mike Pilot, who heads sales, adding that the network ordered around 20 pilots, roughly twice as many as last year. "We're really optimistic about what we're going to have for the fall season." Pilot is also among those executives who expect a stronger -- and less contentious -- sales season. "Last year, there was a real feeling with the advertisers that they needed to get some prices back. That caused a stalemate and created a protracted marketplace. I think this year will be much more like a typical, healthy year." (Reporting by Paul Thomasch. Editing by Robert MacMillan) Entertainment Television Media © Copyright 2010 Thomson Reuters Editorial Editions: Africa Arabic Argentina Brazil Canada China France Germany India Italy Japan Latin America Mexico Russia Spain United Kingdom United States Reuters Contact Us Advertise With Us Help Journalism Handbook Archive Site Index Video Index   Analyst Research Mobile Newsletters RSS Podcasts Widgets Your View Labs Thomson Reuters Copyright Disclaimer Privacy Professional Products Professional Products Support Financial Products About Thomson Reuters Careers Online Products Acquisitions Monthly Buyouts Venture Capital Journal International Financing Review Project Finance International PEhub.com PE Week Thomson Reuters is the world's largest international multimedia news agency, providing investing news, world news, business news, technology news, headline news, small business news, news alerts, personal finance, stock market, and mutual funds information available on Reuters.com, video, mobile, and interactive television platforms. Thomson Reuters journalists are subject to an Editorial Handbook which requires fair presentation and disclosure of relevant interests. NYSE and AMEX quotes delayed by at least 20 minutes. Nasdaq delayed by at least 15 minutes. For a complete list of exchanges and delays, please click here.

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