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Advertisers aren't the only ones worried about the future of the 30-sec spot. TV creatives are just as concerned about their efforts being zapped in a DVR world. Some 83% of TV viewers regularly skip 30-sec spots, including 90% of promos, which is a major concern for IFC evp/gm Evan Shapiro, who faces the added challenge of having just 10 on-camera breaks/day to imprint his network and programming on viewers (most networks have 70-80 breaks). But Shapiro's overhauled IFC has had some success using Green Day's "Jesus of Suburbia" suite (Cfax, 03/07). It's the foundation of a 3-min promo that's "become our network ID," he says at Promax/BDA. It's so popular viewers have been begging Shapiro on his blog to regularly schedule the promo so they can record it. On