New U.S. TV season announced with a big bang at L.A. screenings.

Studio executives never tire of asking some of the (increasing number) of international buyers why they fly all the way to Los Angeles to disparage the new U.S.TV season's slate--ITV's Jay Kandola for one reported that, "The 2006 L.A. Screenings were a fiasco. Too much money chasing too little quality product." Buyers could easily screen new shows from the comfort of their own offices and the studios would gladly provide them with DVDs.

While on one hand, the sellers' stance is understandable, they shouldn't dismiss the appeal for the buyers of being lavishly entertained in Hollywood while complaining all the while.

It's not like the studios take shortcuts when welcoming buyers. In addition to keeping them on the lots for breakfast and lunch, the studios stage elaborate evening parties that only Hollywood could afford and, most importantly, organize.

So, the L.A. Screenings represents not only the premier business hotspot for the studios, but a show of Hollywood's strength. Today, perhaps only the Cannes Film Festival comes close to the L.A. Screenings, which, incidentally, is a purely organic (i.e. not formally organized) market.

In addition to the L.A. Screenings, buyers have recently started attending the preceding network Upfronts in New York. This is despite the fact that studios happily provide a satellite feed in L.A. But as is the case with DVDs of the new series, the simulcast cannot replace the excitement of seeing it all in person.

This year, welcoming international buyers with parties were Paramount, Disney-ABC (with two events: one for the general contingent, the other geared toward Latin American buyers), and Sony Pictures Television Int'l. Plus, parties organized by the independents, such as a wine-tasting, a telenoveleros bash and those by Telefe International and Dori Media. These are in addition to other activities such as VideoAge's breakfast meeting, hotel suite parties and the independents' invitation-only screenings. All of which translated into an extremely busy 10-day schedule.

And, by the way, buyers' tendency to complain is only a result of not wanting to visibly show how much they enjoy both the new TV shows and the hospitality at least not until after the financial negotiations! ITV'S Jay Kandola also reported that it took her nine months "to persuade [the studios] that their financial expectations had finally gotten out of control."