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Coming at you:
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.

The network said yesterday that it will hold a presentation one week from today, next Wednesday, to unveil not just its fall slate but also its plan for fresh midseason and summer programming.

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.

But those presentations usually focus on their fall shows, only secondarily on midseason and rarely on the summer.

NBC declared its intention to move to a full-year schedule last month, and it's an idea that's received generally good reception from media buyers.

They caution, however, that NBC will need to deliver on its promise by including scripted programming in its summer schedule, either with shows that debut in the spring and extend into the summer or begin in the summer and extend into the fall. Rolling out reality shows won't cut it.

NBC's goal is to come up with programming that draws viewers year-round, which in turn would create a more attractive platform for advertisers.

The challenge is a cost one: Scripted shows are expensive, and summer audiences are smaller. NBC needs to make the numbers work for a 12-month schedule.

It’s an idea that Fox toyed with several years ago but has let slide as the summers become increasingly full of reality shows. Four years ago, then NBC head Jeff Zucker swore that his network, too, would be making the move to a 52-week schedule by introducing new shows in August following that year’s Summer Olympics.

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.



Lisa Snedeker is a staff writer for Media Life.




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