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Article: 'DISNEY DAY' MAKES ESPN ONLY CABLER IN BIG BUYING WEEK; CABLE: FX, A&E, Lifetime showcase star vehicles while others pull in niche audiences; digital offerings are networks' next challenge.(Special Report: TV Upfront)
- Article from:
- Advertising Age
- Article date:
- May 14, 2007
- Author:
CopyrightCOPYRIGHT 2007 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: ANDREW HAMPP
ahampp@adage.com
the week of may 14 has enough offerings to drive any indecisive media buyer crazy. NBC, ABC, CBS, Fox, the CW and-what's this? ESPN?
On what's being billed as a "Disney day,'' the sports network will be the only cabler actively participating in the big buying week, on May 15, the same day as broadcast sibling ABC's presentation. It's a risky move for any network lacking the household carriage and broad appeal of the broadcast giants, but such is the assertiveness of cable TV as its programming continues to narrow the ratings gap with its broadcast rivals.
Walt Disney Co. ad honchos Ed Erhardt at ...