The upfronts, Pruitt reminds, began in the 1960s as a means for the three broadcast networks to show their programming schedules so that advertisers would have a chance to think about how to invest in the coming season. Today, with the addition of podcasting and gaming, etc., it's a matter of properties - owning the rights to content... because the same content can live in multiple places in an on-demand world.
"You're no longer in a programming era and you're no longer in the platform era because everyone's in a multi touchpoint ecosystem at any given time," explained Pruitt. "So do we need all of these separate weeks to think..."
#upfronts #content-rights #evolving-media-landscape #platform-diversification #multi-touchpoint-ecosystem
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