Commentary: Reinvent upfronts

03/29/2005 | Hollywood Reporter, The

Columnist Diane Mermigas says "the time has come to reinvent the [upfront buying] process in response to dramatic changes in consumer media consumption and spending." The $9 billion annual ad sales "ritual" appears increasingly archaic in light of increased DVR use and the array of satellite and digital cable options available to viewers, Mermigas says.

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