The TV industry is unveiling its coming season to advertisers in Manhattan this week at a series of events known as the upfronts. Three New York Times media reporters — John Koblin, Michael M. Grynbaum and Edmund Lee — assess the Fox presentation at the Beacon Theater on Monday. Fox was the second of the four major broadcast networks to hype its fall wares.

JOHN It was the worst day on Wall Street in four months, the coldest May afternoon in New York in nine years. Who’s ready for a Fox party! And not just any Fox upfront — new Fox. The Fox that’s a slimmer, scrappier version of the old Fox. I think the network’s new entertainment chief executive, Charlie Collier, described Fox as a “start-up” at least a half a dozen times?

EDMUND This was a more intimate, off-the-cuff affair than NBC’s glitzy presentation earlier today. It felt closer to Fox’s early days, when Rupert Murdoch took on the big three. Speaking of which, Rupert was in the audience, orchestra center — a rare public sighting. I happened to bump into him on the way out of the theater. He looked his usual self, in sneakers and a blazer, with a bodyguard in tow.

MICHAEL Did the bodyguard give you guff?

EDMUND He gave me a look, which was enough.

[The scrappier Fox broadcast network will thrive, says its new entertainment president, Charlie Collier.]