NBC UNVEILS UNPRECEDENTED PROMOTIONAL CAMPAIGN ALLOWING VIEWERS ACCESS TO NETWORK'S FALL SHOWS ON MULTIPLE PLATFORMS
Distribution Partners Include NBC.com, Hulu, Comcast, Cox, Charter, DISH Network, Verizon FiOS TV, Amazon Video On Demand, Fancast.com and Microsoft's Xbox 360 and Zune
BURBANK - September 17, 2008 - In a campaign of unprecedented scope and content, NBC unveiled its ambitious, multi-pronged promotional efforts to roll out its new Fall 2008-09 series that will allow viewers to sample full episodes of new and returning shows on-demand prior to their broadcast premiere and utilizing a multitude of distribution platforms. The announcement was made today by John Miller, Chief Marketing Officer, NBC Universal Television Group and President, The NBC Agency.
Distribution partners include top cable, satellite and telco video-on-demand providers including Comcast, Cox, Charter, DISH Network and Verizon FiOS TV, each of which will be making full-episodes available in high definition. For the first time ever, in addition to NBC.com, NBC will also utilize Hulu to provide on-demand streaming of several fall shows. All Hulu distribution partners, including Yahoo, MSN, AOL, MySpace and Fancast.com will provide access to the full episodes. The shows will also be made available for instant viewing and download via Amazon Video On Demand's online retail store. Additionally, episodes are available on Xbox LIVE on Xbox 360, along with Zune Marketplace, which will give consumers portable access via Microsoft's Zune player.
"This campaign represents our most comprehensive plan ever to gain widespread attention on multiple platforms for our new and returning fall series," said Miller. "In addition to providing sampling of our shows, each partner is providing promotional exposure that will help these series succeed on both new and traditional platforms."
"NBC.com continues to be the premiere destination for fans of our shows and to provide our viewers with a sneak preview of the new Fall season is a great opportunity to showcase the entire online experience around both our new and returning programs," said Vivi Zigler, President, NBC Universal Digital Entertainment. "We are also excited to for the first time take advantage of the enormous reach of Hulu and its partners sites as both a distribution and promotional network."
Comcast, Cox, Charter, DISH Network, Verizon FiOS TV and other MSO's will showcase full episodes of the series or season premiere episodes of "Knight Rider" beginning September 17 (series debut September 24), "Kath & Kim" beginning October 2 (series debut October 9), "Lipstick Jungle" beginning September 17 (season premiere September 24), "Chuck" beginning September 22 (season debut September 29) and "Life" beginning September 22 (debuts on NBC October 10) for one week prior to their respective broadcast premieres. Content will also include previews and clips for all other NBC Fall shows as well as the "NBC Primetime Preview Show," hosted by Zach Levi (title star of "Chuck").
Likewise, NBC.com and Hulu.com will play a crucial role in the widespread efforts. Full episodes of the season premiere or pilot of "Knight Rider," "The Biggest Loser," which is currently streaming (first hour; debuts September 16), "Lipstick Jungle," "Chuck," "Life" and "30 Rock" beginning October 23 (season premiere October 30) will be streamed for one week prior to their broadcast premiere. The content will also include previews and clips for all other NBC Fall shows as well as the NBC Primetime Preview Show hosted by Levi ("Chuck").
This also includes distribution on Hulu partner sites including Yahoo!, MSN, AOL, MySpace, Fancast.com, CNet (TV.com) and others. It marks the first time NBC will use the distribution power of Hulu as a promotional distribution network for full episodes prior to a series' broadcast premiere.
In addition, on Yahoo!, the plans include exclusive full episode streaming of the pilots for "Kath & Kim," "My Own Worst Enemy" beginning October 6 (series debut October 13) and "Crusoe" beginning October 10 (series premiere October 17).
Amazon Video On Demand will also feature similar full episodes for download of the season premiere or pilot of "Knight Rider," "Lipstick Jungle," "Chuck," "Life", "My Own Worst Enemy" and "Kath & Kim" for one week prior to the series broadcast premiere via Amazon Video On Demand's online retail store. Additional content to be provided including "The NBC Primetime Preview Show." There will also be special free offerings on select shows to catch up on last season including "30 Rock," "The Office," "Heroes," "Life" and "Lipstick Jungle" before the new season begins.
Additionally, NBC has an arrangement with Microsoft's Xbox 360 and its Xbox LIVE online entertainment network that will allow visitors to look at full episodes of "Chuck," "Knight Rider" and "Life." NBC will also utilize Microsoft's Zune download service to offer full preview episodes of "Knight Rider," "Lipstick Jungle," "Life," and "Kath & Kim" for one week prior to the series broadcast premiere. Additionally, Zune will offer select "Saturday Night Live" political sketches.
Mobile platforms are an enhanced feature of the Fall 2008-09 effort. The award-winning FLO TV service offered by MediaFLO USA will air the NBC Primetime Preview Show and is available on AT&T. MobiTV will provide the NBC Primetime Preview Show and is available across multiple carriers including AT&T, Alltel and Sprint.
The multi-tiered launch plans also include tailored campaigns for each series that could include premiere event sweepstakes, theme park signage, billboard advertising, print media buys in major entertainment publications, personalized viral video marketing, premiere parties and blog integration.