New York — Turner Entertainment upped its rivalry with broadcast TV on Wednesday, using a week known for broadcast pitches to unveil more original cable shows and a new system for targeted commercials.

Atlanta-based Turner, part of Time Warner Inc., said it expects to have three nights of original prime-time programming on TNT by 2010.

Turner's flashy 90-minute event for advertisers included pitches from top executives and cameos from TV stars such as Kyra Sedgwick of "The Closer."

The event, Turner's first during this "broadcast upfront week," came even as broadcasters have toned down their typically extravagant and expensive presentations. ABC had no stars or post-event party this year, and NBC had no stage show.

Broadcasters have had an especially hard time lately with even hit programs like Fox's "American Idol" losing viewers, said Derek Baine, a cable television analyst with SNL Kagan. He said cable competitors smell blood.

"A lot of the general entertainment [cable] networks are trying to take advantage of the disaster we had at the broadcast networks last year with the writers' strike," Baine said. "You've been seeing a pretty big migration from broadcast to cable over the last year. Everybody is wondering now if that was temporary."

Turner executives don't think so.

"We're here to illuminate a simple truth: Our brands are excellent broadcast replacements," said Steve Koonin, president of Turner Entertainment Networks. "We're very well positioned for success."

Turner kicked off its event by announcing the TVinContext advertising system, touting it as a "game-changing" effort that brings the targeted ad placement of digital technology to commercials.

"The changes in our industry are coming fast and furious, and there is no sign of those stopping," said Linda Yaccarino, vice president for ad sales and marketing.

She said the new system matches commercials with what is happening during a show, providing contextual advertising "that works because the audience is primed."

In one example, a commercial for allergy medication follows a scene from the Will Smith movie "Hitch" where he has a severe allergic reaction on a date.

Turner spent a year developing the system, cataloging thousands of TV and film scenes, Yaccarino said.

Announcing upcoming shows, TNT showed clips and brought out stars from "Raising the Bar," "Leverage," and "Truth in Advertising."

The network also previewed its first unscripted show, "Wedding Day," from Mark Burnett, creator of "Survivor."

TBS announced projects in development, including a single-camera half-hour series written, produced and starring William H. Macy. A comedy pilot in the works produced by Russell Simmons will star Run-DMC's Joey "Run" Simmons.

Turner's truTV is adding more shows featuring real people, including "Ski Patrol," the oil-drilling show "Black Gold" and "Man vs. Cartoon," which features scientists testing inventions inspired by characters such as Wile E. Coyote.