Over the past few years, NBC has become better known for putting on shows that people don’t watch than ones that they do.

While critics adore those programs, like “30 Rock,” “Studio 60 on the Sunset Strip” and “Friday Night Lights,” they’ve failed to build into hits.

There was a time years ago, when NBC was the No. 1 network, that it could afford to introduce high-concept shows and wait for an audience to find them, as it did with “Seinfeld.” 

No longer, and yesterday the network's top programmer, Ben Silverman, made it clear that era had passed and that NBC was moving in a new direction: toward more accessible, more universal dramas revolving around classic themes of good versus evil and man versus nature.

The aim of course, as the NBC Entertainment co-chairman explained to media buyers and reporters at the network's pre-upfront presentation, is to attract greater numbers of viewers, and there's certain urgency to that, as the fourth-place network for four years now.

But right up there next to building viewers is regaining the hearts and minds of advertisers, and Silverman made that the real theme of yesterday's presentation. He spoke of building partnerships with advertisers, of getting their input on programming, and of giving them showcases for product placement.

In fact, NBC has already partnered with a sponsor, Liberty Mutual, on one show, midseason drama “Kings.” The network says the show’s themes will mirror the company’s tagline of taking personal responsibility.

Among other new elements Silverman announced for the upcoming season and beyond is separate themes for each hour of the night: a family hour at 8 p.m., with shows that appeal to different age groups, a blockbuster hour at 9 p.m. where the network’s highest-rated shows air, and at 10 p.m. an adult hour for shows with more sophisticated themes.

The idea is to satisfy advertisers buying time in the upfront by guaranteeing that even if a different show is swapped onto the schedule come fall, it won’t differ much thematically from the original show that the advertiser bought.

But Silverman had some trouble selling it to reporters, who questioned why “Knight Rider,” “My Name is Earl” and “30 Rock” were included in the family hour.

As for the actual schedule, which covers 65 weeks through summer 2009, there weren’t many surprises. Several of the 13 total new programs had already been ordered to series, bypassing the pilot process, and the bulk of the schedule consists of returning shows.

One new show sure to generate immediate buzz is a spinoff of “The Office” that Silverman gave few details on. It may have a few of the current show’s cast members and it will launch at midseason, premiering in tandem with a post-Super Bowl episode of "Office."

“Scrubs” is gone but will likely be picked up by ABC, whose studios produce the show.

“Law & Order” received a 13-episode pickup, “Las Vegas” was canceled, and “Friday Night Lights” will return in first quarter after first airing on DirecTV in the fall, in a deal that allows NBC to cut costs.

“Heroes” will be the first show launched in September, with a one-hour recap and two-hour premiere on Sept. 15. The following week the network will start its full schedule with, Silverman said, an emphasis on relatable characters who are trying to do the right thing.

Mondays will consist of the returning “Chuck” at 8, “Heroes” at 9 and the new Christian Slater Jekyll-Hyde drama “My Own Worst Enemy” getting the prized “Heroes” lead-out spot at 10. “The Philanthropist” will take over the spot at midseason.

Tuesday has more of a female skew, with a 90-minute “Biggest Loser” at 8 p.m., imported Australian comedy “Kath & Kim” at 9:30 p.m., and “Law & Order: Special Victims Unit” at 10.

“Rider,” which aired as a movie in February, leads off Wednesday, followed by “Deal or No Deal” and surprise renewal “Lipstick Jungle” at 10. “Law & Order” will replace that show at midseason.

Thursdays remain mostly intact minus “Scrubs,” with “Earl,” “Rock” and “Office” this fall. At 9:30 will be a series of “Saturday Night Live” election specials and, starting in February, the “Office” spinoff. “ER” will air 19 straight original episodes, including the series finale in February, then will be succeeded by “Celebrity Apprentice.”

“Crusoe,” a new take on the Daniel DeFoe classic novel, airs Friday at 8 p.m., followed by another “Deal” and the relocated “Life,” while Saturday is repeats and “Dateline,” and football continues on Sunday nights.

At midseason, new shows “Merlin” and “Kings” will launch on Sunday, sandwiched around “Medium” at 9 p.m.; all have supernatural or mythic themes.

“Friday Night Lights” will also return to Fridays at 9 p.m. with episodes that have already aired on DirecTV.

As for the summer 2009 schedule, it consists mostly of reality shows, with Canadian import “The Listener” the lone scripted show. The unscripted ones include two from Thom Beers (“Deadliest Catch”) – “America’s Toughest Jobs” and “Shark Taggers” – and one kitchen show, “Chopping Block.”