@ MTV Upfront: Jon Stewart On The Big Ad Show: 'I Thought We Don't Do These Anymore'
This story was written by David Kaplan.
[In progress] MTV Networks (NYSE: VIA) is bringing out as many diverse stars as possible for what is nevertheless considered a more scaled down upfront presentation this year. Justin Timberlake, Samuel L. Jackson, Chris Rock, Jon Stewart, Stephen Colbert, George Foreman and Sarah Silverman have been enlisted to help convince advertisers to part with more of the budget Sarah Silverman. Next week, the four major broadcast networks will put on their respective dog and pony shows, while AdAge reports that Merrill Lynch's Jessica Reif Cohen is forecasting upfront ad sales will down somewhere between 2- and 14 percent. The reasons: the dismal economy, ratings decline and the lingering effects of the 100-day writers strike.
MTV is hosting its event around the corner from its offices at Times Square's Nokia (NYSE: NOK) Theatre. The show is beginning now with a performance by hip hop dance troupe Jabbawockeez, with Jon Stewart taking the stage to host. "I thought we don't do these anymore, that's why we had the writers strike," Stewart quipped at the opening, as he was joined on stage by Stephen Colbert with his ever-present bag of Doritos. Lots more to come
By David Kaplan