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The show must go on for advertisers.

From American public media, this is Marketplace Tech.

I'm L Lily Dramale.

This week media execs have been busy trying to impress advertisers at the annual

up front. That's where major TV networks showcase their stars, new programs,

and with that the potential size of their audiences.

Here's Jimmy Fallon doing his version of Beyoncé's Texas Holdom at NBC's up Front on Monday. And I'm not being the end that we can't make shows for the

the 4th on the Olympics too.

Our network knows what the people who want.

And we're the only one of thinking so for Up Front.

Well, this year, big tech is looking to cash in.

Reuters reporter Sheila Dang says ad spending on digital has surpassed that of

traditional TV for the first time.

So decades ago, it used to be only the major broadcast networks like NBC, ABC, CBS that's

hosted these presentations and trotted out their their prime time TV shows but it's

really changed and fast forward to this year.

Amazon is hosting its first up front this week for its prime video streaming platform

and Netflix is in its second year of the up fronts.

...