The Buzz

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Talk about supersizing. It might not be in vogue in the fast-food industry anymore, but it's all the rage on NBC. Network executives will devote at least three prime-time nights to the series finales of "Friends" and "Frasier." Aside from the hour-long finales themselves, there will be "Dateline" specials related to the long-running shows' endings, interviews with the casts, clip shows, behind-the-scenes and favorite episodes. The furor around "Friends," which ends its 10-year run May 6, will include a two-hour "Dateline" special the night before the finale and another installment the night after. "Frasier" gets almost as much face time around its finale, May 13.

Also part of the weeklong hype around the finales is a vast radio and affiliate TV station watch-and-win promotion that will give away vacations to Hawaii, DVD players, high-def TVs and TiVos. The network hasn't made such noise, which includes a raft of on-air and online hype, since the finale of "Seinfeld." More than 100 radio stations around the country will air the promotions during peak drive-time shows. The contests have proved effective in the past, with about "an 8-to-1 return on investment," says Scot Chastain, NBC's VP-affiliate advertising and promotion services. "We know the shows will do big numbers, but the more we can get people talking about them, it adds more fuel to the fire," Chastain says.

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