New push, new focus at PromaxBDA

Event has broadened focus beyond syndicated promos

The PromaxBDA confab comes to downtown L.A.’s JW Marriott hotel this week along with a new focus for the org behind the gathering.

Ten years ago, the event was mostly about promos, specifically, how stations planned to market that year’s crop of syndie fare. Now, the scope of the confab’s panels and workshops are much broader.

“Promax used to be all about promotion,” said PromaxBDA prexy-CEO Jonathan Block-Verk. “But the marketing skill set has risen to the very top of the executive food chain. It’s a recognition that entertainment has become a business of marketing.”

This year’s conference, which runs Tuesday through Thursday, will honor Hugh Hefner with a lifetime achievement laurel; speakers include Discovery’s Peter Liguori and “Entertainment Tonight” exec producer Linda Bell Blue.

Also this year, PromaxBDA has launched the Ron Scalera Rocket Award to honor the legacy of CBS marketing honcho Scalera, who died in April at age 49. The kudo will go to a producer or marketer with less than two years’ experience in the field.

Want to read more articles like this one? SUBSCRIBE TO VARIETY TODAY.
Post A Comment 0

Leave a Reply

No Comments

Comments are moderated. They may be edited for clarity and reprinting in whole or in part in Variety publications.

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

More Biz News from Variety

Loading