Upfront: TV with 'More Style, More Flair, More Production Value' (Analysis)

The broadcast industry has cause for optimism care of promising series and an expected ad windfall.
After years of bleak market predictions, skittish ad buyers and a sense of doom and gloom about the future of broadcast networks, the annual pitch week known as the television upfront gave studios and networks alike reason for optimism.
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If you believe the prognosticators, the ad market –spurred by a rebounding economy and strong scatter market-- is prepared to come back in a robust way this year. Despite a season devoid of breakout hits, continued viewer erosion and the uncertainty surrounding the NFL, one leading analyst predicted the market for the big four networks could exceed $10 billion this year, eclipsing the 2004 record of about $9.5 billion. In return, the networks rolled out promising slates heavy on comedy, escapism and big ideas.
“Having had a number of years in which the increases were quite minor in the single digits and CPMs were only marginally improved, it appears as if the industry is poised for a significant growth spurt,” says a bullish Peter Roth, president of Warner Bros Television. “The health and wellbeing of the industry is important for everyone.”