NBC Plans 52-Week Prime-Time Slate

NEW YORK NBC will unveil a 52-week, prime-time programming schedule to advertisers and media agencies in April during a series of one-on-one meetings with media agencies in three cities — New York, Chicago and Los Angeles.

The network will also hold an event for advertisers during upfront week on May 12 that will showcase ad opportunities available for all NBC Universal platforms, including NBC, NBC Sports and Olympics, NBC News, NBC Universal cable networks, CNBC, Telemundo, NBC’s out-of-home and digital properties, NBC Universal’s wireless and mobile offerings, NBC’s international opportunities and NBC Universal’s “green” initiatives.

The NBCU cable networks will hold their own individual upfront presentations as they have in the past, where they will announce their programming lineups, followed by one-on-one meetings with individual advertisers and their agencies. A cocktail party will follow.

The April one-on-one meetings with advertisers and their agencies, during which NBC will announce its 52-week programming plans, will be spearheaded by Ben Silverman and Marc Graboff, co-chairmen of NBC Entertainment and Universal Media Studios.

“A business-as-usual approach no longer applies in today’s multi-platform media environment,” said Jeff Zucker, president and CEO of NBC Universal. “The traditional prime-time presentation shines a light on only one piece of what our company has to offer. 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.”

Telemundo will take a similar approach with a series of meetings across major U.S. markets in March.

“This marks the next step in the evolution we began with our partners one year ago, to create a more powerful communication between our clients and consumers through innovative, targeted and custom marketing solutions,” said Michael Pilot, president, NBCU Sales and Marketing. “The new upfront process allows us to continue our customer-first approach, as we work together to create new advertising models, define more effective metrics, and provide better return on our clients’ investments.”