Upfronts go all the way

UTA party attendees celebrate TV

UTA kicked off network upfront week with its annual Sunday-night throwdown at Gotham night spot Marquee.

Holding court in a corner booth was star client Dick Wolf, celebrating his renewal with NBC Universal for all three “Law & Order” shows.

Warner Bros. TV prexy Peter Roth showed up early and reminisced about his long career (which started with ABC’s kids division in the 1970s) while 20th Century Fox TV prexy Gary Newman and his wife, high-profile entertainment attorney Jeannie Newman, made their way through the crowd.

NBC began the network upfronts Monday with an unusually sparse presentation that had all the showbiz appeal of a Six Sigma strategy session.

But the network turned out the stars at its annual after-party on the ice rink at 30 Rock. Michelle Ryan, star of the new series pickup “Bionic Woman,” added a curiosity factor, while Brooke Shields and the cast of the midseason show “Lipstick Jungle” crammed into a rinkside booth.

NBC ad sales senior VP Ed Swindler kibitzed with Marc Goldstein, CEO of WPP’s mega-media buying firm Group M. “Let’s try to be nice to each other,” Swindler joked.

From NBC, the party moved to the Four Seasons, where William Morris offered up its normal complement of industry toppers, tenpercenters, talent and execs. Rainn Wilson of “The Office” showed up along with Bob Iger, Jeff Zucker, Les Moonves and Barry Diller.

Also milling about: 20th Century Fox TV prexy Dana Walden, happy to get a firm pickup on comedy “How I Met Your Mother,” and Fox21 topper Jane Leisner, excited over the Fox greenlight for her quirky series “Anchorwoman.”

ABC turned up the volume on the upfronts, opening with a chorus-line number featuring “Ugly Betty’s” America Ferrera, but still managed to run through 11 new shows in under two hours. With the most new shows, some with big ensembles, talent seemed to outnumber the media buyers at the after-party, which included “Brothers and Sisters’ ” Calista Flockhart and Patricia Wettig; “Lost’s” Josh Holloway, Terry O’Quinn and Naveen Andrews and “Cashmere Mafia” exec producer Darren Star.

Party then moved to the Gersh Agency’s shindig at Monkey Bar, where “Desperate Housewives’ ” Marcia Cross mingled along with Chris Meloni of “Law & Order: SVU” and “30 Rock’s” Tracy Morgan.

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