LOS ANGELES (Reuters) - NBC is offering cash back to some Golden Globe Awards marketers after the network scrapped the star-studded telecast, which typically generates about $25 million in advertising, a person familiar with the matter said on Tuesday.
After actors last week said they would honor picket lines and not attend the Globes, the network, controlled by General Electric Co, announced on Monday a revised press-conference format for the January 13 event.
“We’re working with each client on a case-by-case basis to come up with the best possible solution for everyone involved,” NBC said in a statement, without elaborating.
About 10,500 screenwriters went on strike in early November over the issue of pay for work distributed on the Internet, throwing the entertainment industry into disarray.
A person familiar with the matter said NBC was offering some advertisers cash back. “Clients who want cash back can have it. Since the show has changed, this is certainly an option,” the source said.
Alternatively, the network is working with clients who want to continue to be part of that night.
NBC and the Hollywood Foreign Press Association, which hands out the awards, said it was undecided whether the red carpet would be rolled out for their event and, if so, whether it would be televised.
But the Globes spectacle, normally a three-hour-plus glitzy event, will be a far cry from the usual affair.
While most industry observers did not expect the Globes standoff to tip the scales one way or another in the overall dispute, it represented a symbolic victory for writers.
“We’re starting to see some results of the writers strike and it’s unfortunate that the viewers will lose out on the Globes,” said Brad Adgate, senior vice president of research for Horizon Media, an ad buying company.
“I think it’s a smart move that NBC and other networks are working to keep their relationship with marketers during the strike,” Adgate said.
All eyes in Hollywood are now on the Oscars broadcast, set for February 24 on Walt Disney Co’s <DIS.N