USA Network upfront breaks b'cast obstacles

USA will tout a number of new original programming, including drama Common Law, at its upfront event skedded for May 17. USAs Chris McCumber, left, and Shaun Wachtel, second from right, join Virginia Williams, NBCs Bonnie Hammer and Sarah Shahi at its upfront this season. It intends to hold next years event throughout bcasters upfront week.USA Network intends to crash the broadcast nets' upfront party next spring. USA stated Monday it'll host an upfront presentation around the evening of May 17 at Alice Tully Hall in Lincoln subsequently Center to tout its hot prospects, including dramedy "Common Law" and a number of new projects in development. USA's move aims to strengthen to Madison Avenue the NBCUniversal cabler's growing heft with original programming and underline USA's push for parity in advertising rates using the Large Four broadcast nets. In getting into a few days when NBC, ABC, CBS, Fox and CW hold their upfront fetes in marathon Monday-Thursday fashion, USA is following a lead of Turner, that was the very first cabler to create a large stand throughout broadcasters' upfront week in 2008. USA Network, that has rated No. 1 among fundamental cablers within the last couple of years, has typically held its upfront event a couple of days prior to the broadcast nets, which typically sked their occasions for that third week of May, just just before the finish from the TV season. USA's event this season occured May 2 at Lincoln subsequently Center. The coming year, USA's event will cap the most popular week of the season for media purchasers and television journos. "This is actually the right factor for that development of the funnel," USA co-leader Chris McCumber told Variety. "After talking with ad purchasers and organizers, we made the decision to choose a bigger presentation." Added co-leader Shaun Wachtel: "It feels as though the best time for all of us. We'll have the ability to achieve more and more people than before, and we are looking forward to being the grand finale." While a lot of the ad community relies in Gotham, USA can also be relying on receiving additional PR from out-of-town journalists, who definitely are in Manhattan that week. Which will give USA additional exposure on the customer and business side, reaching more potential viewer eyeballs than in the past. As the internet might possibly not have the identity of fellow NBCUniversal internet NBC among customers, USA is much more of the profit center for that Peacock and it is top shows could be competitive with broadcast nets. Knowing that, Wachtel and McCumber intend to push for CPM gains throughout next year's upfront advertising selling craze. The strong scatter market in recent several weeks continues to be great for USA Network, and also the internet hopes to keep its momentum having a greater-profile upfront event. "This can clearly not just enhance the picture of who we're and what we should do, but in addition helps the financial aspects," stated McCumber. Additionally to offering the stats on its slate of current hits -- "Suits," "Necessary Roughness," "Royal Pains" and "Whitened Collar," included in this -- USA will tubthumping its approaching skeins to potential marketers. Cabler is at the top of dramedy series "Common Law," about a set of cops who get into therapy to assist them to maintain their professional partnership. Skein was initially skedded to bow Jan. 26, but executives made the decision it might be more appropriate to some summer time bow. Also coming is Nathan Lane comedy "Local Talent," as USA looks to create a major push with laffers and reality shows in 2012. As well as on the syndie front, cabler acquired "Modern Family" and can easily be notifying the ad community that primetime's greatest-ranked comedy is going to cable. Contact Stuart Levine at stuart.levine@variety.com