Amazon is making waves in the TV industry with its bold move to shift its upfront presentation to the Monday evening of Upfront Week. This decision is causing a clash with long-held industry protocols and traditional events held by other media companies for advertisers.

The streaming and e-commerce giant’s decision to host its upfront presentation on Monday will likely disrupt the schedule for other major players in the industry. Fox Corp. and NBCUniversal’s Spanish-language Telemundo network have traditionally held events on Monday afternoon and evening, respectively. This move by Amazon is expected to create a hectic Monday for advertisers and may interfere with their scheduled meetings with other networks.

Rivals in the industry are not pleased with Amazon’s decision, citing the importance of collaboration and respecting clients’ limited time during Upfront Week. NBCUniversal and Fox Corp. have expressed their disappointment with the counterprogramming of events and the potential impact on advertisers.

Amazon’s upfront presentation is scheduled for Monday, May 12 at New York City’s Beacon Theater. The company plans to showcase new opportunities for advertisers, including ad-supported streaming options, programming from Prime Video, Amazon MGM Studios, Fire TV Channels, Twitch, Wondery, IMDb, Amazon Live, and Amazon Music.

One of the key reasons for Amazon’s aggressive move is its upcoming acquisition of streaming rights to a significant NBA package. This deal could bring in substantial ad revenue for Amazon, further solidifying its position in the sports broadcasting arena. The company’s strategy also includes pairing special NFL and NBA games during the holiday season to attract advertisers.

Despite the potential benefits for Amazon, traditional competitors like Fox and NBCUniversal are likely to be affected by the company’s Monday-night entry. Both networks rely heavily on live sports rights to generate ad revenue, and Amazon’s aggressive push into the market could disrupt their plans.

Amazon’s previous upfront events have faced criticism for their unconventional approach, such as holding events in separate venues and creating challenges for attendees. The company’s decision to make its ad-supported Prime Video service the default option for users has also impacted streaming ad rates and the sales process in the industry.

Overall, Amazon’s bid to be a Prime mover in the TV industry is causing a stir among competitors and advertisers. The company’s aggressive approach and focus on new opportunities in the streaming and advertising space will likely reshape the landscape of Upfront Week and the TV advertising market as a whole.