But now the recently settled writer’s strike may help further blur the line. The NY Times is reporting that the giant ad agency holding companies are looking for a year-round television season. The rationale is that September is full of hyped shows that usually don’t make it to Christmas.
The other system that the agencies would like to change (and the networks almost certainly would not) is called the “upfront“– a May period in which the advertisers pre-sell their new shows. According to the article, the media buyers still want to buy ahead of time, but they don’t want to have to make all their bets during the same month.
A lot is changing in advertising and in television broadcasting. In an era when college football is now on virtually every night of the week, all those weeks when there is “nothing on” represent lost opportunities. You can safely bet that those opportunities won’t stay lost for long.