Fox Once Again Makes Its Upfront Event a High-Profile Celebration

When it comes to Upfront presentations Fox never disappoints. Here is a network that remains mindful even when it is way out in front of its competition that every media brand is in constant competition with every other for advertiser support, press coverage and audience interest. This is certainly evident in its Upfront events, which accomplish everything a presentation to advertisers and journalists should while also serving as a celebration of current accomplishments and future efforts. Fox Upfront events are as exciting and buzz-building as grand movie premieres, but they bring much greater benefits in generating support for multiple properties.

Fox opened yesterday's show with its annual parade of stars, this time on stage at the Beacon Theater. It's hard to believe, but Fox is the only network that always brings in cast members from all of its new and returning series to take a bow and thank advertisers for their essential support. Understandably, the arrival on stage of the cast of Glee drew the loudest response from the crowd – but that was only a warm up to the event's memorable closing act: A rousing rendition of Madonna's Like a Prayer by the Glee kids, a highlight from the series' recent all-Madonna episode.

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The very gracious Hugh Laurie of House welcomed the audience, just as 24 star Kiefer Sutherland had in recent years. (Tellingly, Sutherland rarely missed a Fox Upfront during his eight years on that show. Most major series stars stop attending such industry events as soon as they muster any clout. Not Sutherland. He'll be missed.) Laurie's greeting led into opening remarks from Peter Rice, Chairman, Entertainment, Fox Networks Group; Kevin Reilly, President, Entertainment, Fox Broadcasting Company, and Jon Nesvig, President, Sales, Fox Broadcasting Company, that together ran a little longer than they should have.

Nesvig made several strong points about the health, vitality and value of broadcast television. He presented details of research by MarketShare Partners indicating that the broadcast networks remain the most effective advertising medium for generating sales return on investment.

Once the executives made their statements the show introductions and all-important clip presentations began. The network's brand new breakout star, Jane Lynch of Glee, interrupted the proceedings at one point, in character as fantastically rude coach Sue Sylvester, happily taking shots at Reilly, whom she referred to as "a lady" and, later, "Freckles." The audience loved it.

The only thing Fox could have done to further energize its event was to announce a replacement for Simon Cowell, who will leave American Idol after next week's finale. I understand that the timing wouldn't have been ideal, in that such huge news would eclipse the excitement surrounding the conclusion of the show's ninth season, not to mention coverage of Fox's fall schedule, but still – what better place to address the biggest question in television right now?

There is always much to absorb at a Fox Upfront, because the presentation puts as much focus on the network's mid-season schedule, when American Idol begins, as it does its fall lineup, which includes Major League Baseball telecasts. This year Fox unveiled an additional scheduling strategy: It will run original episodes of the crime dramas Lie to Me and The Good Guys all summer long and (ratings permitting) continue them right through the fall. This effectively divides Fox's annual schedule into three segments: Fall-Winter, Winter-Spring and Summer-Fall.

Of course, Fox's midseason (or Winter-Spring) is feeling a little less exciting right now with 24 having run its course and American Idol awash in significant creative issues that have dramatically impacted the popularity of this once formidable franchise. If Idol continues to lose ground next season I suspect there will be a major shift in focus at Fox's 2011-12 Upfront, since its Fall 2011 schedule will include the premiere of Cowell's highly anticipated new competition series The X-Factor.

As for the new series Fox presented yesterday, there was only one about which everyone seemed to be especially excited: Raising Hope, another white trash special from My Name is Earl creator Greg Garcia. It's about a lovable dim-wit raising his infant daughter with the help of his inept family. The clips were hilarious, the cast includes Martha Plimpton and Cloris Leachman and it has been scheduled right after Glee. How can it lose? There was also much interest in Lonestar, a provocative serial drama set against the Texas oil business that Reilly compared to the classic Dallas. The central character is a young businessman who leads two lives with two different women, a lifestyle that would have impressed J.R. Ewing.

Another new series that enjoyed instant buzz is Terra Nova, a big-budget adventure about a family from the future that is part of a crucial time-traveling expedition back to the era of the dinosaurs. The executive producers are Steven Spielberg and Peter Chernin. What a shame Terra Nova isn't ready for fall. Just imagine the summer-long promotion Fox would have put in place for this one!

As in recent years, Fox followed its presentation with its annual party at the Wollman Rink in Central Park. This has proven to be the ideal locale for an Upfront event; a spacious environment in which advertisers, talent, journalists and network and studio executives can connect and discuss the business at hand. With NBC back on the Upfront week calendar there is some speculation that Fox might move its event back to Thursday, where it had long been scheduled. I think that's a great idea. Fox always throws the biggest and best party of the week, and it works even better as a grand finale than it does as a kick-off – not that I'm complaining either way.

Click to view Fox's Fall Schedule