By James Hibberd
2 hours, 6 minutes ago
The network has doubled its number of original summer
programming hours and its marketing budget in an attempt to
shake up the postseason ratings race. Although currently in
fourth place, NBC hopes its packed reality slate and the
presentation of the Beijing Olympic Games might be enough to
overthrow three-time summer ratings winner Fox. Any audience
gains also will help NBC sling more viewers into its fall
schedule.
NBC's media campaign kicked off Friday with a presentation
to the press in Pasadena, California, where wandering
gladiators, baby borrowers and circus performers promoted the
network's largely reality-driven summer lineup. Starting May
12, the public lobbying and "All-American" branding will unfold
with stunts such as a backyard BBQ-style event in Times Square.
"We're spending about twice as much as last year and have
the most original programming that any network has ever had
during the summer," said NBC chief marketing officer John
Miller. "It's a significant effort, and we're having a lot of
fun with it."
NBC has scheduled 287 original hours, including eight
series. By comparison, CBS is planning about 90 hours, which is
a record-breaker for that network.
"Especially with what's happening with the economy, we
think people will be spending more time at home and craving
something great to watch," said Craig Plestis, NBC's executive
vice president alternative programming.
NBC's "America's Got Talent" was the top-rated show of
summer 2007. But Fox typically wins the summer race overall,
led by "So You Think You Can Dance." Given how much reality
programming began to dominate NBC's schedule at the November
onset of the three-month Writers Guild of America strike, the
network hopes maintaining a packed reality schedule will avoid
the usual summer ratings plummet.
"We're in an on-demand culture, and people are not going to
sit around for three months waiting for programming to come
back," said Mark Koops, managing director of Reveille, whose
"Nashville Star" and "American Gladiators" are among NBC's
summer lineup. "People are always looking for great television,
and you can help build momentum toward the fall."
NBC's lineup has shows expected to be ratings draws,
including "Talent" and "Gladiators," but there's a few question
marks as well.
With CBS' "Secret Talents of the Stars" winking out after
only a single episode, how will viewers respond to a seemingly
easy critics' target like "Celebrity Circus?"
"I don't consider this to be like 'Dancing With the Stars';
that's safe," Plestis said. "This is one of the most dangerous
shows anyone can ever compete in. They are covered in black and
blue marks, every one of them."
Then there's "Baby Borrowers," which might draw comparisons
to CBS' "Kid Nation."
"It was one of the highest-testing reality shows we have
had in NBC history," Plestis said.
Even "Gladiators" might have a tougher hill to climb in the
summer, with ABC rolling out its own physical competition
reality series, "Wipe Out."
"Imitation is the sincerest form of flattery," Koops said.
"But the scale and scope of 'Gladiators' will not be surpassed
in the near future."
Reuters/Hollywood Reporter
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