AT TV'S SPRING DANCE, MSN CUTS IN.

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Author: Grover, RonaldSager, Ira

Section: UP Front

ADVERTISING

AT TV'S SPRING DANCE, MSN CUTS IN

Every may, TV pitches its prime-time lineups to ad execs. This year, Microsoft's MSN became the first big Net portal to crash the party.

The presentation was more staid than the usual TV glitz (last year, CBS hired The Who). MSN execs showed clips of video-on-demand from NBC's Today and Fox Sports, as well as entries from Maxim and IFilm, a site for short, independent films. MSN has already signed up Procter & Gamble, Sprint, Ameritech, and BMW. With online ads booming, Web portals can afford to let their numbers do the talking.

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By Ronald Grover

Edited By Ira Sager

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