USA Network upfront breaks b'cast obstacles

USA will tout numerous new original programming, including drama Common Law, at its upfront event skedded for May 17. USAs Chris McCumber, left, and Rob Wachtel, second from right, join Virginia Williams, NBCs Bonnie Hammer and Sarah Shahi at its upfront this year. It expects to keep next years event throughout bcasters upfront week.USA Network expects to crash the broadcast nets' upfront party next spring. USA mentioned Monday it'll host an upfront presentation round the evening of May 17 at Alice Tully Hall in Lincoln subsequently subsequently Center to tout its hot prospects, including dramedy "Common Law" and numerous new projects in development. USA's move aims to bolster to Madison Avenue the NBCUniversal cabler's growing heft with original programming and underline USA's push for parity in advertising rates while using Large Four broadcast nets. To get right into a couple of days when NBC, ABC, CBS, Fox and CW hold their upfront fetes in marathon Monday-Thursday fashion, USA is carrying out a lead of Turner, which was the initial cabler to produce a large stand throughout broadcasters' upfront week in 2008. USA Network, which has ranked No. 1 among fundamental cablers in the last few years, has typically held its upfront event a few days just before the broadcast nets, which typically sked their occasions for your third week of May, just right before the conclusion in the TV season. USA's event this year happened May 2 at Lincoln subsequently subsequently Center. Next season, USA's event will cap typically the most popular week of year for media customers and tv journos. "This really is really the best factor for your growth and development of the funnel," USA co-leader Chris McCumber told Variety. "After speaking with ad customers and coordinators, we made a decision to select a larger presentation." Added co-leader Rob Wachtel: "It feels as if the optimum time for people. We'll be capable of achieve increasing numbers of people than before, and that we are searching toward being the grand finale." While many of the ad community relies in Gotham, USA may also be depending on receiving additional PR from out-of-town journalists, who certainly have been in Manhattan that week. That will give USA additional exposure around the customer and business side, reaching more potential viewer eyeballs than previously. As the web may possibly not have the identity of fellow NBCUniversal internet NBC among clients, USA is a lot more from the profit center for your Peacock which is top shows might be competitive with broadcast nets. Understanding that, Wachtel and McCumber plan to push for CPM gains throughout next year's upfront advertising selling craze. The strong scatter market in recent several days remains ideal for USA Network, as well as the internet hopes to help keep its momentum getting a larger-profile upfront event. "This could clearly not only boost the picture of who we are and that which you do, but additionally helps the overall costs,Inch mentioned McCumber. Furthermore to providing the stats on its slate of current hits -- "Suits," "Necessary Roughness," "Royal Pains" and "White-colored Collar," incorporated within this -- USA will tubthumping its approaching skeins to potential entrepreneurs. Cabler is towards the top of dramedy series "Common Law," about some cops who enter into therapy to assist them maintain their professional partnership. Skein was skedded to bow Jan. 26, but professionals made a decision it may be appropriate with a summer season bow. Also coming is Nathan Lane comedy "Local Talent," as USA looks to produce a major push with laffers and reality shows in 2012. And also on the syndie front, cabler acquired "Modern Family" and may be easily notifying the ad community that primetime's finest-rated comedy will cable. Contact Stuart Levine at stuart.levine@variety.com