NBC to advertisers: Let's make a deal

By Nellie Andreeva

LOS ANGELES (Hollywood Reporter) - On the set of their hit game show "Deal or No Deal," NBC executives made a two-hour pitch to media buyers Thursday on why advertising on their network is a good deal.

More than half of the presentation was devoted to the marketing opportunities presented by the network's TV 360 broadband initiative, which includes streaming, social networking and special features accompanying NBC's series on NBC.com.

NBC has been the most aggressive among the broadcast networks in its expansion into the digital universe, and ad buyers, in town this week to get an early glimpse at broadcast networks' development for next season, have taken notice.

NBC Entertainment president Kevin Reilly reiterated his belief that NBC, which is enjoying success with "Heroes," "The Office," "My Name Is Earl" and "Deal," was a step away from again becoming the top broadcast network.

Reilly also spoke passionately about critically praised but struggling new series "30 Rock," which was prominently featured in clips throughout the presentation, and "Friday Night Lights."

"Nothing is guaranteed, and the ratings are low, but I can't help but believe that '30 Rock' and 'Friday Night Lights' have the potential to be 'St. Elsewhere' and 'Cheers,"' he said.

On the reality side, Reilly announced "Age of Love," a dating game series to be hosted by actor Mark Consuelos. Details of the project are being kept under wraps.

Of all the shows presented to the audience, the reality show "The Real Wedding Crashers," slated to premiere in late April, drew the strongest applause.

As for the clips from the scripted pilots that have started production, a few got stars in ad buyers' notebooks.

Marlowe Sidney of Initiative said she loved the comedy-drama "Lipstick Jungle" and NBC's idea to tie one of the central character's job as a magazine editor to launching a real online magazine on NBC.com.

Reuters/Hollywood Reporter