NBC alters how its unveils TV lineup to advertisers
NEW YORK (Reuters) - NBC revealed plans on Tuesday to break with the traditional way TV networks sell commercial time, saying it will unveil its prime-time schedule in a series of one-on-one meetings with advertisers in April.
NBC Universal, majority-owned by General Electric Co, will follow up its meetings to unveil its 52-week TV schedule with an event for advertisers on May 12, during the TV networks' traditional upfront week.
At its event in May, NBC will showcase advertising opportunities available on the network, as well as for NBC News, CNBC, NBC Sports, NBC Universal cable networks and its digital, outdoor and wireless properties, among other media.
The move is a shift from the traditional upfront format, when networks host advertisers, affiliates and media at glitzy shows where the upcoming TV season's prime-time schedule is revealed. Meetings are then held with advertisers, with the networks lately signing about $9 billion in deals for prime- time TV commercials.
CBS, Fox and ABC all plan to move ahead with the more conventional upfront format, despite forecasts in recent months that the writers' strike would force the cancellation of the event because it had pushed back the development season.
NBC Universal Chief Executive Jeff Zucker has said repeatedly he would his company to pursue a different approach to the upfront format. Some media executives had expected him to cancel a May presentation altogether.
"The traditional prime-time presentation shines a light on only one piece of what our company has to offer," Zucker said in a statement on Tuesday.
"This new approach gives our clients an early look at NBC's scheduling strategy and allows us to showcase the full suite of creative advertising solutions and customized services that NBC Universal is uniquely positioned to provide to the marketplace."
NBC typically holds its upfront presentation at Radio City Music Hall, but did not announce a site for this year's event.
ABC is owned by Walt Disney Co, Fox is owned by News Corp and CBS is owned by CBS Corp.
(Reporting by Paul Thomasch; Editing by Andre Grenon)
