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For decades, the middle of May was something of a Holy Week in the television industry.
Then something funny happened.
There are some exceptions to this new age of slightly heightened exuberance, of course.
Heres a Buffering guide to the five biggest events on the agenda.
And its no mystery why: Prime Video.
Netflix will pop crack open the experience to a broader section of ad buyers and partners on May 16.
Its an interesting twist to the usual upfront formula, though not unprecedented.
One big difference is that NBCs experience was staged at a time of relative weakness for web link TV.
Bet on Disney ad sales execs hammering home the benefits of the one-app experience repeatedly next week.
Warner Bros.
Discovery
Theres a big shadow hanging over WBDs upfront next Wednesday: The NBA.
Conversely, were the company to get a deal done, it would make for a very nice announcement.
That said, Warner Bros.
Discovery does have other things to talk about to advertisers.
Itll be interesting to see whether WBD uses the upfront to announce anything more concrete about its upcomingHarry Pottershows.
