NBC Universal Combines All Networks, Broadcast and Cable, Into One Upfront Event
NBC Universal will be hosting just one upfront this year, combining presentations for its flagship broadcast network, Spanish-language channel and portfolio of cable networks into one big event.
All of this will be squeezed into about two hours, which is typically the length of the presentation for just the broadcast network alone.
That means limited time for each channel including USA Network, Bravo and E!, to showcase their new programming and parade stars like the Kardashians on the stage.
"As a media company, we have an unparalleled array of networks and digital platforms that reach the most audiences across all dayparts," Linda Yaccarino, chairman-advertising sales and client partnerships, NBC Universal, said in a statement. "Our event will reflect the way we go to market as a unified portfolio which makes it easier for our clients to do business with us all together."
The shift is yet another indication that the upfronts are becoming less about any one particular show or even one specific channel and more about reaching audiences no matter the channel, show or time of day. A&E Networks said last month that it will abandon the glitzy presentations altogether this year.
In previous years, NBC Universal helpd three upfront presentations, one each for NBC, Telemundo and its cable entertainment portfolio.
The unified presentation will take place the morning of May 16 at Radio City Music Hall. It will be hosted by Steve Burke, NBC Universal's CEO, and Ms. Yaccarino.