Helena Shelton is EVP/director of trading at Toronto-based MediaCom.

NEW YORK — The Rockefeller Center was the scene Monday night for NBC Universal’s launch of the upfronts. As you walked along the red carpet past the crowds lining the barriers looking for stars, you certainly felt like you were at some sort of Hollywood gala.

The event itself was a complete departure from previous years — no presentation, but lots of interactive booths, with all of NBC holdings represented. The setup was geared to make you walk through many different and interactive areas before arriving at centre ice: the scene of the big party and bar. The American Gladiators were there, Iron Chef had a spot, as well as Bravo, LXTV and most of the cast of Heroes.

There were bands, footballs and video screens talking about ‘innovative client-based solutions,’ ‘cross-platform opportunities,’ and my favorite, ‘let’s tell a great story together.’ The mood seemed pretty good. As John Dobin, of Mediacom NYC, said, ‘This is cool, quick and easy, way better — a big cocktail party.’

Chris Schembri, VP media services at AT&T, said ‘the new format was interesting,’ but there seemed to be a disconnect with content. Certainly the HD room, showing upcoming Universal releases, was interesting. But it made Schembri feel the network was weak on completed TV content because of the writers strike.

The ice rink at Rockefeller Center was the end of the tour and site of the main bar — a sea of black suits (me included), all looking pretty happy with cocktails in hand. NBC, which said the event was not really an upfront, released its schedule weeks ago, has already cut a deal with Canwest, and has been having client negotiations for weeks already. With all that done, one senior NYC TV ad exec said afterwards, ‘I’m still wondering what the point of that was.’

Tuesday it’s ABC’s and CW’s turn, and word is these launches will be much more traditional.

From Media in Canada