"New Media Is Old!" Says AOL

Joseph Laszlo | April 18, 2007, 10:30 AM

Playing off Card's post, I went to AOL's "First Look: 2007-2008 Line-up" event at the Rose Theater at the Time Warner building yesterday, basically an upfront introducing 5 new "programs"--branded games or interactive events--on AOL to A-list advertisers.

The show was slick, overproduced, full of scripted 'impromptu' events and minor celebrities (Leeza Gibbons! Mario Lopez! Ellen, but only via prerecorded video!) who will be talent for AOL's programs. And gratuitous models in blonde wigs and very short gold dresses (for "Gold Rush II" of course). And amazing food at the reception after. In short it was just like my impression of an old-school Tee-vee upfront. With a more intimate crowd (a cynical friend said "sheesh--NBC fills RADIO CITY MUSIC HALL for its upfront!").

I think it's cool; emblematic of AOL's transformation--I remember when it was an AOL software release that would be celebrated rather than original programming. 9.0? 10.75? Who keeps track anymore?

Will "Ye Olde Shreck the Third Royal Tournament," "iLand" or "Million Dollar Bill" be big online hits? Eh, I think they'll do pretty well. Regardless, though, it's significant that the medium's evolved to the point where an old-school courting of old-school advertisers and media buyers is justified.