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NBC's upfront hoopla Sets next week for its primetime lineup presentation Mar 26, 2008 Six weeks before the other networks hold their upfront presentations, NBC will roll out its new schedule for advertisers as part of its new 52-week scheduling plan. This is a dramatic departure for a broadcast network. Typically, the networks put on elaborate presentations to media buyers in mid-May, leading into the buying frenzy that's the upfront market, when three-fourths of ad inventory is sold for the coming year. The plan didn’t stick, and NBC soon went back to premiering the bulk of its fall schedule in September along with CBS and ABC. But if NBC is serious about this plan, it could shake up the upfront. NBC will get a jump on the other networks by holding individual meetings with advertisers and buyers in the weeks following next Wednesday’s announcement. And, while NBC remains the third-place network among 18-49s and has only a handful of top shows, the other networks will have a chance to counter-program its schedule while shaping their own. As for what that schedule will look like, NBC has been mostly mum. The writers’ strike disrupted the momentum of many new shows, and only a limited number of pilots have been ordered by the networks. NBC has already handed renewals to two new scripted shows, “Life” and “Chuck,” with the promise that they’ll receive a splashy relaunch next fall, while stalwarts such as “The Office,” “Heroes,” “My Name is Earl” and “Deal or No Deal” are also safe. “American Gladiators,” a new reality show introduced in January, will headline the network’s summer schedule, which NBC introduced earlier this month. It consists almost entirely of reality shows. Bubble show “Medium” is also expected to be renewed, perhaps for another midseason return, along with “ER” for one final season. First-year bombs “Bionic Woman” and “Journeyman” have been axed, while another season of Donald Trump’s one-time smash “The Apprentice” still looks iffy, as does a second year of drama “Lipstick Jungle.” The latest word is all three “Law & Order” shows will return, though “Law & Order: Criminal Intent” will once more originate on USA. As for critically beloved but low-rated series “30 Rock” and “Friday Night Lights,” both seem likely to get one more season, the latter under an agreement with DirecTV to defray production costs. NBC Universal does plan to hold a low-key upfront presentation on its traditional date, May 12, along with the other networks, but it will cover cable and digital properties as well.
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