RPT-As ratings drop, NBC prepares new TV schedule

(Repeats for wider distribution)

By Paul Thomasch

NEW YORK, April 1 (Reuters) - When NBC Universal presents next season's television schedule on Wednesday, it will do so six weeks ahead of the other major U.S. networks, providing its new prime-time shows with an added shot of publicity and buzz.

They'll need it.

For NBC, ABC, CBS and Fox, the current TV season ranks as one of the worst in memory, thanks to a strike by Hollywood screenwriters; an absence of breakout hits; and DVDs, video games and the Web competing for television's audience.

Against this backdrop, with prime-time ratings down 12 percent from last year, the networks will roll out plans for next season's schedule over the coming weeks.

"There is a lot at stake for the broadcast networks. They are down substantially again versus last year, when they were down against the previous year," said Andy Donchin, director of national broadcast at media buyer Carat North America. "I think they all have a lot to prove."

None more than NBC, media analysts and buyers said, pointing out that the broadcast network 80 percent owned by General Electric Co (GE.N: Quote, Profile, Research, Stock Buzz) is once again in danger of finishing last in prime-time ratings.

At NBC Universal, in which France's Vivendi (VIV.PA: Quote, Profile, Research, Stock Buzz) owns the other 20 percent, the broadcast network's performance has overshadowed strong results in its other businesses. The company rang up a record profit of $3.5 billion in 2007, largely due to Universal Pictures, Universal Parks and its cable networks, including USA and Bravo.