Twelve years after the launch of digital upstart Deadline Hollywood disrupted the print-focused Hollywood trade space, Deadline is part of new initiative looking to change the way ad buying for the entertainment trades is done. Deadline and sister PMC brands TVLine and Gold Derby on Tuesday held the first Awards Upfront presentation.

“Why do an Awards Upfront?,” said Chief Revenue Officer & GM Stacey Farish in her remarks at the event, held at NeueHouse. “We were the first company to start as a Digital entertainment trade site. And, now, we’re the first to create an Awards Upfront. It’s in our DNA to be the leaders, the innovators and the out-of-the box thinkers.”

The upfront, which included presentations from all three online publications, was hosted by actress-comedian Nicole Byer, emcee of Netflix’s hit reality series Nailed It!, who brought levity to the proceedings and poked fun at the three brands as well as awards season.

PMC Awards Upfront
Michael Buckner/Deadline

“I think you’ll all agree….the Awards Industry has never looked better…or more… hostless,” Byer said following a conversation of Deadline’s Pete Hammond with producer Laurence Mark about the Oscar race. “Enjoy this host, hosting while you can. Because you’ll be getting none of it on Oscar night!”

The event also featured presentations by Deadline’s Mike Fleming, Hammond and myself; TVLine’s Michael Ausiello, joined by The Neighborhood star Max Greenfield; and Gold Derby’s Tom O’Neil and Joyce Eng.