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‘What’s Up, Bitches?’ CBS Exec Dresses as Pimp in Pitch to Advertisers

Upfronts 2016: It was all James Corden’s idea — and fault

Jo Ann Ross took a slightly different approach in welcoming guests to the 2016 CBS upfront presentation: “What up bitches?” exclaimed the executive vice president of advertising sales, while taking the Carnegie Hall stage.

The “bitches” were a few hundred media buyers, TV programmers, and potential advertisers in attendance. They seemed to get a kick out of CBS’s attempt to woo them into advertising on its airwaves next season. NBC, Fox and ABC took their turns earlier this week, and the CW will hold the final upfront for the 2016-17 season on Thursday.

And anyone offended by Ross’ opening line can actually blame late-night host James Corden — it was all his idea, after all. So was Ross’ (pictured above) baller wardrobe — a pimp-tastic outfit consisting of a fur coat, top hat and shiny cane.

Cordon pitched Ross the idea in a pre-taped “Carpool Karaoke” skit that opened the presentation. In the front seats of his Range Rover, the two talked big data and rapped along to Kanye West’s “Gold Digger,” later planning the executive’s opening.

Corden was also in the house, having traveled 3,000 miles from Los Angeles for a “Hamilton” parody. The hot Broadway musical has been spoofed at seemingly every single upfront event this week.