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.

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