ABC's Mike Shaw Fighting Generics

ABC TV Network President and Marketing, Mike Shaw, is still putting the final touches on his upfront presentation, but network insiders tell us his message will focus on the network’s continued commitment to quality programming, its ability to attract upscale audiences and why the DVR actually helps the network. (Click here for complete coverage of upfront week.)

Shaw, who has been out talking this year about marketers need to shore up customers behind their branded products or risk losing them to cheaper generics, is using a similar tack in a trade ad campaign, expected to be highly visible this week. The copy reads, “Your Products Aren’t Generic. Your Media Buy Shouldn’t Be Either.” Both CBS and NBC have also launched ad campaigns in support of their own individual brands.

As in previous years, Shaw will mention the network’s commitment to spending in order to find the next hits. ABC has 25 pilots lined up, more than any other network. He will go on to describe ABC’s ability to attract an upscale audience, another important factor this season, given advertisers’ difficulty in finding people who can afford their products. Auto advertisers in particular are looking for customers with good credit.

And finally, Shaw argues that the DVR has turned out to be a positive for ABC. According to a summary of his speech, “Unlike our competitors you lose no viewership of your commercials on ABC.” Commercial ratings are generally lower than program ratings, but when DVR playback is added in, a show can sometimes gain a lift.

Fronting ABC’s upfront presentation along with Shaw are: Disney-ABC TV Group president Anne Sweeney; President ABC Entertainment Group Stephen McPherson and late-night host Jimmy Kimmel. Taped pieces by talent will also feature in the presentation. Proceedings start at 3 pm at ABC’s 66th St. headquarters in Manhattan.