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...the L.A. Screenings, the strategic consequence would have been to reinforce the role of MIP-TV (and indeed the market organizer was readying for such an eventuality) and to change the start of the market calendar year, which traditionally starts with the L.A. Screenings and ends with MIP-TV.
Naturally, the studios would not have made such a decision unilaterally, since the L.A. Screenings' May dates are linked to the TV networks' upfront presentations in New York.
[ILLUSTRATION OMITTED]
When, after the writers' strike settlement, the networks scheduled their upfronts for ad agencies and clients, the studios followed suit with the L.A. Screenings.
Despite all the networks' talk about scrapping the upfronts, they still have untold benefit, such as good publicity for the networks' new schedules. Positive buzz translates into more CPM (ad rates).
Ultimately, as far as calendar dates for both the upfronts and the L.A. Screenings were concerned, the writers'...
NOTE: All illustrations and photos
have been removed from this article.
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