U.S. programmers start painting in broader strokes to widen their reach

In the annals of the upfront, 2004 should go down in history as the year the kids market stole the show. While prime-time broadcast networks finished flat over last year, U.S. kidcasters enjoyed higher-than-anticipated revenue growth. 'In talking to vendors, everyone was up double digits in demand periods,' says Dan Kopec, assistant media director at Starcom Worldwide. Harry Keeshan, executive VP of national broadcast for PHD, agrees. 'There's a very big push these days for entry-level marketing - that is, targeting kids and teens - based on both demand and ratings points.'
By
October 1, 2004

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