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By Shirley Brady
Comcast Network Sales hit New York's media buyers and planners before any other programmer this upfront season by staging the first-ever CNS upfront on Feb. 15. The message--"Feed Your Passion"--touted Comcast's expanding corral of channels including E!, Style, G4, Outdoor Life Network, The Golf Channel and the all-Asian rebranding this month of International Channel. The consolidation of the networks' ad sales teams puts more "feet on the street" and provides more opportunities to advertisers, says CNS president Dave Cassaro.
CNS will package cross-network deals "where it makes sense," says Cassaro. "One size does not fit all. The type of folks who watch Golf Channel are probably not watching G4."
Cross-platform creativity is an even bigger opportunity. "We can do branded entertainment," he says, "or product placement and extend that to broader customized marketing platforms, providing advertisers with a variety of touch points" such as VOD, online and DVR. Cassaro, who will be working with his colleagues at Comcast Spotlight on the rollout of the audience segmentation tools Adtag and Adcopy, can summarize his 2005 revenue goals in two words: "definitely aggressive."
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| Comcast Network Sales produced its own version of "Hall of the Presidents" at its first upfront event, held at Cipriani 42nd Street in New York. Pictured (l.-r.): Steve Smith, managing director, International Channel Networks; David Manougian, president, The Golf Channel; Gavin Harvey, president, Outdoor Life Network; Dave Cassaro, president, Comcast Network Sales; Ted Harbert, president and CEO, E! Networks; and Charles Hirschhorn, CEO, G4 |
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