The Promotional Role of the Network Upfront Presentations in the Production of Culture
Bibliographic Data
| ID | 7494363 |
|---|---|
| Authors | Amanda D Lotz (0000-0002-6220-6501, University of Michigan, corresponding author) |
| Year | 2007 |
| Volume | 8 |
| Issue | 1 |
| Pages | 3-24 |
| Publication date | 2007-01-09 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Television & New Media (JOURNAL) |
| Journal identifiers | ISSN: 1527-4764 • E-ISSN: 1552-8316 |
| Publisher | SAGE Publishing (PUBLISHER • US) |
| DOI | 10.1177/1527476406295432 |
| OpenAlex | W2165279125 |
| Language | EN |
| Citations received | 3 |
| References cited | 12 |
This article explores the Upfront presentations made by United States broadcasters to the media-buying community each year to analyze the complicated economic and cultural functions of promotional processes that occur before programs ever reach the viewing audience. The analysis draws from observation of Upfront presentations, triangulated with analysis of trade press articles and interviews, to present a comprehensive examination of this component of promotion within the circuit of cultural production. Examining the promotional activities that occur before programming reaches audiences illustrates the dual client nature of the United States commercial television industry, and the different strategies evinced indicate the need to theorize internal promotion distinctly from the promotion of texts and networks to audiences. Additionally, the variant promotional strategies used by different networks in this internal venue reveal institutional priorities in audience composition and brand differentiation among networks
Advertising · Business · Dual (grammatical number · Economics · Political science · Production (economics · Promotion (chess · Public relations · Sociology · Cultural Industries and Urban Development · Media Studies and Communication · Media, Gender, and Advertising · Marketing
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| Citations per year | 0.19 |
|---|---|
| Citation span | 2010 - 2021 (12) |
| Highly cited | No |