Upfronts 06: NBCU rows Some Elbows, Widens Tent in First Unified Upfront Pitch
17/05/2016
NBCU established what it planned to do at its upfront presentation: tie in two broadcast networks, a large array of diverse cable channels and a slew of digital properties into one neat bundle. It represented NBCUs first upfront presentation as a group, with new shows divided thematically-Rule Breakers for spiky dramas and Fierce for strong female-driven vehicles, among other headers-instead of by network.
That meant a few fewer network execs on the stage, and more talent, giving the show something of a primetime awards telecast feel. The roster of A-list stars taking the stage, often in pairs, included Mariah Carey, Mr. Robot duo Rami Malek and Christian Slater, Arnold Schwarzenegger, Miley Cyrus, Jennifer Lopez and Elizabeth Hurley.
I promise it will only be two hours, said Steve Burke, NBCU CEO. So committed was the company to reinventing the usual approach that NBC Entertainment chief Bob Greenblatt didnt appear until the one-hour mark and NBCU Cable head Bonnie Hammer just moments before the final fade to black.
Complete Coverage: Upfronts 2016
The Radio City Music Hall festivities began with Jimmy Fallon dressed in Hamilton garb, rapping about the new NBC lineup. Ten new shows appear this fall, he sang. The word Chicago appears in them all. He also got off a crack about the purpose of the unified show (which, as Burke said, replaced the previous tally of eight separate events during the spring) being to save the company money.
Notably absent from the event was the day-by-day NBC schedule, a staple of upfronts for decades. Sales chief Linda Yaccarino referred attendees to a business-card-sized schedule on every seat, but even that card didnt offer timeslots or days, just a list of new dramas, comedies, alternative shows and live events.
Burke noted the five-year anniversary of regulatory approval of Comcasts acquisition of NBCU came in January. During those five years since, he said the company has invested more than $40 billion in content, more than the value of the initial deal itself.
Related: Upfront Notebook: NBCU Pours It On for Two Hours
Knowing his audience, he also offered a stat about what he called big nights, which NBCU defines as primetime slots that delivered more than a 10.0 household rating and a 5.0 in the 18-to-49-year-old demo. Of the 61 such nights thus far in 2016, NBCU has had 43 of them.
Think about what that means when youre an advertiser trying to change peoples perceptions of a brand or a new movie or an automobile, Burke said.
New shows getting stage time included NBCs time-traveling Timeless and tear-jerker This is Us, and life-in-heaven comedy The Good Place; USAs Falling Water; E!s Mariahs World; and Telemundos El Chema, a spinoff of El Se or de los Cielos.
The shindig also played up key sports properties, including the Summer Olympics, Sunday Night Football, and a share of the Thursday Night Football package. Greenblatt spent just a few minutes on stage, talking up live television, such as the Hairspray production on tap for winter, and special events.
Related: USA Network Reveals Mr. Robot,' New Dramas Trailers
Yaccarino took a swipe or two at Nielsen while talking up NBCUs audience transmedia measurement initiatives. She said TV audiences watch seven times more TV than they do using Facebook, and 15 times more than watching YouTube-something that current measurement tools dont always reflect. I dont run a ratings company or a research company, she said. But Im happy to do their jobs for them.
When Amazon wanted to launch its voice-activated Alexa platform, it turned to television, she noted, introducing a brief bit featuring the glowing Alexa speaker seen in spots starring the likes of Alec Baldwin. No one has our reach. No one has our content. And no one has our track record, she intoned, in something of a broadcast manifesto for the week. This business isnt about getting impressions. Its about making impressions. I dont care what those Silicon Valley guys say. There is no algorithm for heart-pumping, blood-racing, breath-holding premium content. Television: its not about the ones and the zeroes. Its about the oohs and the ahs.
Seth Meyers came on near the close, remarking on NBCU taking over Radio City again after NBC held its upfront present a few years back at the unsightly Jacob Javits center on the way, way west side of Manhattan. Usually people dont rebound from the Javits trajectory, said the late night funnyman. Usually its Radio City...the Javits...the mens room at Penn Station.
Related: For Some, Fewer Spots May Mean More
Meyers also poked fun at the broad sweep of channels on display for the day, working in a few bogus networks, such as The Surgery Channel, to see if attendees could spot the fake.
Finally, Hammer, NBCU cable chairman, stepped to the stage, boasting of the joint show being the most powerful way to demonstrate the incredible reach and expansive scale of a combined NBCU.
And with that, just under two hours after it began, the show ended, the slogan Reach Redefined taking over the big screen and confetti cannons firing.
Media buyers questioned after the event said the new NBCU approach went over well, that the two hours went quickly, and the thematic groupings were a smart idea. One did mention that it was more difficult to remember which shows went with which networks.
Dade Hayes contributed to this report.
LINK: | http://www.broadcastingcable.com/news/upfront-central/upfronts-2016-nb... |
See more stories from bandc |
Most recent headlines
04/08/2024
Dalet Appoints Santiago Solanas as CEO to Lead Next Era of Growth and Innovation
Dalet, a leading technology and service provider for media-rich organizations, is excited to announce Santiago Solanas as its new Chief Executive Officer (CEO)....
03/06/2024
Dalet and Veritone Reach Agreement to Distribute, Transact and Monetize Media Archives
Dalet, a leading technology and service provider for media-rich organizations, a...
16/05/2024
Power Provokes Vital Questions About the Role of Police
PARK CITY, UTAH - JANUARY 18: Director Yance Ford introduces the Power premiere at Library Center Theatre. (Photo by Chad Salvador/Shutterstock for Sundance F...
16/05/2024
Mental Health Matters: Embrace Self-Care With These Audiobook and Podcast Listens
May is Mental Health Awareness month, a time to recognize those living with ment...
16/05/2024
ABC and SBS bring digital radio (DAB+) services to the Gold Coast
ABC and SBS bring digital radio (DAB ) services to the Gold Coast 15 May, 2024 Media releases ABC and SBS today announced that audiences on the Gold Coast ...
16/05/2024
Clear-Com Communication Solutions Enhance Oregon State University's PRAx Building
eds3_5_jq(document).ready(function($) { $(#eds_sliderM519).chameleonSlider_2_1({...
16/05/2024
6 New Clearmountain's Domain Presets
Share this article width=32 height=32 data-lazy-src=https://apogeedigital.com/app/themes/juniper-theme/src/img/icons/facebook-purple.svg /> width=32 height=...
16/05/2024
Updated: Netflix to Stream Live Christmas Day NFL Games
In a major example of how large streaming services are successfully battling for lucrative sports rights, Netflix has announced that it has secured global right...
16/05/2024
ESPN, Fox, WBD Unveil Name for New Sports Streaming Service
LOS ANGELES & NEW YORK More than three months after announcing plans to launch a major new sports streaming service, ESPN, Fox Corp. and Warner Bros. Discovery,...
16/05/2024
CTV/Streaming Top of Mind for Marketers in 2024
In a survey conducted late last year, marketing companies said their main focus for increasing advertising would be CTV/streaming. Generative AI, which was not ...
16/05/2024
CPB Issues More Grants for Next-Generation Warning
Three public radio and one public television outlet are the latest recipients of funding from the Corporation for Public Broadcasting to upgrade their emergency...
16/05/2024
A year in live HDR production
John Mailhot, senior vice president, product management at Imagine Communications, gives an insight into how HDR is impacting live production today, as well as ...
16/05/2024
Sony Pictures Post Production Services Completes Expansion of its Sound Facilities
Sony Pictures Post Production Services Completes Expansion of its Sound Faciliti...
16/05/2024
Telestream Taps Power of AI to Manage, Define Media Workflows
TV Tech recently sat down with Telestream CEO Rhonda Bassett-Spiers and CTO Simon Clark to discuss how the M&E industry is adapting the cloud, IP and AI to enha...
16/05/2024
1185 Films launches one stop shop' for industry talent
1185 Talent will include directors, editors, colourists, VFX artists and photographers By Jenny Priestley Published: May 16, 2024 1185 Talent will include...
16/05/2024
Updated: Presteigne Broadcast Hire enters administration
The administrators said they are focused on trading the business as a going concern while they assess options, including exploring the possibility of a sale By...
16/05/2024
AWS CEO Adam Selipsky steps down
Selipsky will leave the company on 3rd June, and will be succeeded by Matt Garman, a senior vice president who has overseen sales and marketing at AWS By Jenny...
16/05/2024
Sony Pictures Post Production Services Completes Sound Facilities Expansion
Sony Pictures Post Production Services has announced that the final phase of a multi-year effort to expand and modernize its motion picture and television sound...
16/05/2024
CNN, ABC to Televise Two Presidential Debates
President Joe Biden and Former President Donald Trump have agreed to participate in two televised debates, the first of which will be hosted by CNN on June 17....
16/05/2024
Disney+ Debuts First Concert Film to Stream with IMAX Enhanced Sound
BURBANK, Calif. and NEW YORK Disney+, IMAX Corporation, and DTS, a wholly-owned subsidiary of Xperi, have announced that Queen Rock Montreal is now streaming ...
16/05/2024
WBD Unveils Advanced Advertising Features for Max
NEW YORK During its upfronts presentation, Warner Bros. Discovery announced a suite of new advanced ad products available on Max, that include shoppable ads, ad...
16/05/2024
iZotope announces RX 11 audio software, introducing new machine learning for tackling noise, and new tools for music streaming
iZotope announces RX 11 audio software, introducing new machine learning for tac...
16/05/2024
Check Out the Cine Gear Expo June 7 9, 2024 at Warner Bros. Studios in Burbank, CA
Check Out the Cine Gear Expo June 7 9, 2024 at Warner Bros. Studios in Burbank...
16/05/2024
Nouvel Photo & Film Captures Cinematic Wedding Films with Blackmagic Cinema Camera 6K
Nouvel Photo & Film Captures Cinematic Wedding Films with Blackmagic Cinema Came...
16/05/2024
Replacing Surfaces Like a Pro with Mocha AE Planar Tracking
Replacing Surfaces Like a Pro with Mocha AE Planar Tracking Levi Borland May 15, 2024 0 Comments Welcome to our comprehensive tutorial on planar track...
16/05/2024
CBC's CPL Teams Salamanders, Yard Gnomes One Week Away From Season Opener
The world of baseball at Capitol Broadcasting is about to expand like fireworks on a Friday night. The Holly Springs Salamanders will open their season at home...
16/05/2024
Blockgraph Adopted by tvbeat, Enabling Audience-Based Planning
Blockgraph said that its identity and data collaboration platform has been adopted by tvbeat, a provider of campaign planning technology for media companies....
16/05/2024
VEON 1Q24 Trading Update: Accelerating USD Growth, Strong Operational Execution
16 May 2024 VEON 1Q24 Trading Update: Accelerating USD Growth, Strong Operational Execution Amsterdam, 16 May 2024 07:00AM CEST - VEON Q1 2024 Highlights Q1...
16/05/2024
Tribeca X Announces 2024 Speaker Lineup for Expanded Two-Day Event; Official Selections for Tribeca X Award
May 16th, 2024 Press Materials Available Here TRIBECA X ANNOUNCES 2024 SPEAKER...
16/05/2024
SVG Sit-Down: Beam Dynamics CEO Kaszycki on Maximizing Physical-Asset Usage, Tracking
SVG Sit-Down: Beam Dynamics CEO Kaszycki on Maximizing Physical-Asset Usage, Tra...
16/05/2024
SVG New Sponsor Spotlight: Aggreko's Don Gray on Advocating for Sustainability in Live Sports Production
SVG New Sponsor Spotlight: Aggreko's Don Gray on Advocating for Sustainabili...
16/05/2024
At PGA Championship, CBS Sports Bolsters Aerial, Bunker Camera Lineup; Takes Viewers Deeper with Optimotion Swing Tech
At PGA Championship, CBS Sports Bolsters Aerial, Bunker Camera Lineup; Takes Vie...
16/05/2024
Rohde & Schwarz shows the future of terrestrial broadcasting at CABSAT 2024
Rohde & Schwarz shows the future of terrestrial broadcasting at CABSAT 2024 Real innovations in services and sustainability Meet us at CABSAT 2024 in Dubai...
16/05/2024
Hierarchy' Teaser Unveils Jooshin High School's Elite World, Starring Next Generation of K-Teen Stars
Back to All News Hierarchy' Teaser Unveils Jooshin High School's Elite...
16/05/2024
Steamy Doctor Climax' Trailer Teases the Questions That Stirred Up 70s Thailand
Back to All News Steamy Doctor Climax' Trailer Teases the Questions That S...
16/05/2024
Getting moving for Mental Health Awareness Week
Posted on 16 May 2024 We're huge advocates of positively improving our mental wellbeing so going green for Mental Health Awareness Week was an obvious ward...
16/05/2024
Venu Sports Introduced as Name for Forthcoming Sports Streaming Service
Venu Sports Introduced as Name for Forthcoming Sports Streaming Service Details of ESPN, Fox and Warner Bros. Discovery Joint Venture Take Shape with Brand an...
16/05/2024
Irma Stern's 1930 portrait Cape Girl with Fruit headlines SA art auction
Irma Stern's 1930 portrait Cape Girl with Fruit headlines SA art auctionAn Irma Stern painting from 1930 leads Strauss & Co's diverse catalogue of moder...
16/05/2024
Prison Journalism: The role my mother played in my life
Prison Journalism: The role my mother played in my lifeWesley Leong was incarcerated at the age of 15 in 1996 at Pollsmoor Prison. He is currently part of Resto...
16/05/2024
Actress Sibongokuhle Cele joins Muvhango'
Actress Sibongokuhle Cele joins Muvhango'Model and former Durban Gen' actress Sibongokuhle Cele has secured a role in SABC2's soapie Muvhango'...
16/05/2024
Tonight on Skeem Saam: Carol sees Ntswaki getting up to no good with Toby
Tonight on Skeem Saam: Carol sees Ntswaki getting up to no good with TobyDon't miss Thursday, 16 May's riveting episode of South African soapie Skeem Sa...
16/05/2024
Fight for Honor in Men of War II' on GFN Thursday
Whether looking for new adventures, epic storylines or games to play with a friend, GeForce NOW members are covered. Start off with the much-anticipated sequel...
16/05/2024
Skeem Saam: Wednesday's episode, 15 May 2024 [video]
Skeem Saam: Wednesday's episode, 15 May 2024 [video]Missed an episode of Skeem Saam? No problem! Watch the latest episode of your favourite South African so...
16/05/2024
Monet painting fetches R640 million at New York auction
Monet painting fetches R640 million at New York auctionA Monet has sold for nearly R640 million at auction, Sotheby's said, marking a solid start to New Yor...
16/05/2024
Cruinni na ng 2024 - a day of free creative activity for young people
RT is supporting Cruinni na n g with a nationwide campaign on television, radio, online and digital. For a full listing of all activities and information on h...
15/05/2024
UKTV Ventures partners with The Farewell Guide in 1million airtime-for-equity deal
12th March 2024 - Award-winning broadcaster UKTV has today announced it has inve...
15/05/2024
Give Me the Backstory: Get to Know Jianjie Lin, the Writer-Director Behind Brief History of a Family
By Bailey Pennick One of the most exciting things about the Sundance Film Festi...
15/05/2024
De viktigaste insikterna frn Spotifys rliga Loud & Clear-rapport
Med sin rliga royaltyrapport Loud & Clear kar Spotify transparensen i musikindustrin, s att artister, l tskrivare, fans och hela musikbranschen f r en st rre...
15/05/2024
Chegaram as ltimas estatsticas: Artistas brasileiros geraram mais receita e alcanaram mais fs no Spotify - basta perguntar Anitta
Nos ltimos 10 a 15 anos, a mudan a para o streaming de udio transformou comple...
15/05/2024
The Latest Stats Are In: Brazilian Artists Generated More Revenue and Reached More Fans on Spotify-Just Ask Anitta
Over the last 10-15 years, the move toward streaming audio has completely transf...