Indiantelevision.com Team

(3 March 2008 5:30 pm)

MUMBAI: US media conglomerate NBC Universal has announced a client-centric approach to its traditional upfront presentation.

This will include the announcement of a year-round programming schedule in April; a series of one-on-one client meetings in New York, Los Angeles and Chicago; and a spotlight event on 12 May that will showcase the platforms and capabilities of the larger NBC Universal company.

NBC Universal president and CEO Jeff Zucker says, "A business-as-usual approach no longer applies in today's multi-platform media environment. The traditional primetime 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 customised services that NBC Universal is uniquely positioned to provide to the marketplace."

As part of the new selling process, NBC Entertainment will take the unprecedented step of unveiling a full, 52-week primetime programming schedule in early April. Over a three-day period in New York, Ben Silverman and Mark Graboff, co-chairmen of NBC Entertainment and Universal Media Studios, will meet with advertisers and agency partners to allow for a more collaborative dialogue with clients about the advertising opportunities presented in the schedule.

Silverman said, "There is an insatiable desire for new content year round, and we want to satisfy that need and be efficient at the same time."

Graboff notes, "By getting a jump-start on the season we can start the dialogue now and continue it throughout the year, ensuring a productive process with our clients that allows for more robust, integrated campaigns."

Immediately following the network's schedule presentation, NBC Universal's sales team will begin a series of client meetings in New York, Los Angeles and Chicago to discuss the new schedule as well as detail the numerous opportunities and capabilities available across the NBCU portfolio.

NBC Universal president of sales and marketing Mike Pilot says, "This marks the next step in the evolution we began with our partners one year ago, to create a more powerful connection between our clients and consumers through innovative, targeted and custom marketing solutions.

"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 a better return on our clients' investments."

The new upfront approach will culminate in a spotlight event on 12 May that will showcase the scale of the NBCU offerings in a unique, multi-media, interactive environment. Advertisers will be invited to a Manhattan location to join executives and talent to experience the broad spectrum of advertising opportunities available within NBC Universal.