Jump to content

NBC's Daytime Assault


Recommended Posts

  • Members

http://www.broadcastingcable.com/article/455764-NBC_Daytime_s_Assault.php

For the past few years, the NBC local stations have been largely out of the daytime game, with only Warner Bros.’ Ellen driving any sort of rating in the sunlit hours once the Today show signed off.

The group hopes to change that with this season’s launch of three new shows: Sony’s The Nate Berkus Show, an Oprah spinoff; NBC Universal’s off-Bravo The Real Housewives, which has been a big hit for Bravo; and Access Hollywood Live, which aims to bring viewers all the day’s news from Hollywood in a fresh format. Nate and Real Housewives will air on all 10 NBC owned stations, while Access Hollywood Live will air in a limited test on six NBC owned stations and six Fox O&Os.

To launch that lineup, the NBC stations are creating brand marketing that captures the flair of the new shows along with the fun of Ellen. “We’re working toward a soup-to-nuts rebranding of our daytime’s identity,” says Brad Soroca, senior VP of marketing for NBC Local Media. “We really feel like having a cohesive brand campaign is important to creating this destination. We want to capture the essence of each of these personalities, from the fun of Ellen’s dancing to Nate’s style and the energy behind all of the Real Housewives. The new campaign is all about color, pace and fun.”

The NBC stations have about a month to accomplish that sizable task, with syndication’s new season launching Sept. 13. While the group is creating an overall brand campaign, Soroca and his team are working with the brand director at each station to create customized promos for that market.

The group also will get an assist from its network and syndication marketing arms. They are partnering to create a cross-promotion featuring the network’s soap opera, Days of Our Lives, and Real Housewives that will rebrand the reality show as a new sort of daytime soap.

“From a network, we see it as a benefit for us,” says Scot Chastain, NBC’s senior VP of affiliate marketing and development. “By pairing the two, we send more of a youth audience to Days, and we expose an older audience to Housewives. There’s a lot of cross-blending potential there.”

The promo will incorporate clips from both shows, highlighting how they are thematically similar. “It’s all about daytime, drama and divas,” says Donna Mills, senior VP of marketing, affiliate relations and communications for NBCU Domestic TV. The promo will air on all 10 of NBC’s owned stations, and on 27 other NBC affiliates.

NBCU also plans to run a radio contest in the top 15 markets in which disc jockeys talk up Housewives with their listeners. In exchange, NBCU is offering daily prizes and a grand-prize girls’ getaway for the stations to give away.

Beyond those efforts, NBC Local Media is buying off-air media and working with partners to promote the new lineup in its entirety. “This is a great opportunity to really inject some life into daytime,” Soroca says. “We have a great story to tell about a fun, energetic, lively group of shows that we think fits nicely into this daytime umbrella we are building.”

I know there's already a thread about the Housewives stuff, but since this includes other shows I thought I'd give it it's own thread. What does this mean for Days? Could they be prepping The Real Housewives to replace it? Seems that way if they're really trying to cross-promote Days and The Real Housewives by getting the Days audience into this. The one thing I always said was that Days was safe as long as there wasn't any replacement shows being developed or thought about by NBC, but.....

Link to comment
Share on other sites

  • Members

Well, I like Nate Berkus (Sp?), Or at least i did on Oprah. But I liked Dr. Oz on Oprah, too, and i HATE his show. So, we'll see how this works out.

I think NBC would have been wise to launch another soap opera. I mean, I know it wasn't going to happen, but I could have seen it.

10-11AM: The Nate Berkus Show

11AM-12PM: Acess Hollywood Live OR 11-1130: Access Hollywood Live, 1130-12PM: NBC Entertainment News!

12PM-1PM: Forbidden Love (A new Soap Opera)

1PM-2PM: Days of Our Lives

2PM-3PM: The Real Housewives of Orange County

3-4PM: The Real Housewives of New Jersey

4-5PM: The Ellen DeGeneres Show

And the "The Real Housewives of..." Series could be intercahnged. For instance, after airing a whole season of "Orange County" they could fill that timeslot with the first season of "DC", etc.

Link to comment
Share on other sites

  • Members

The promo will incorporate clips from both shows, highlighting how they are thematically similar. “It’s all about daytime, drama and divas,” says Donna Mills, senior VP of marketing, affiliate relations and communications for NBCU Domestic TV. The promo will air on all 10 of NBC’s owned stations, and on 27 other NBC affiliates.

This woman is not a 10 out of 10 on the Donna Mills scale.

Link to comment
Share on other sites

  • Members

Please, that is what syndication does. They rerun shows OVER and OVER for years.

I've never heard of this type of show being very successful in that type of syndication though. I remember when they tried to air reruns of Real World and Road Rules in syndication and I don't think it was ever very popular -- I seem to remember them being dumped at 2 or 3 in the morning.

Link to comment
Share on other sites

  • Members

Its probably a mistake airing 2 Housewives series at once. They should make it one to make them last longer.

In total there are only enough housewives episodes to last about 6 months before they run out. Is that correct?

If so what do they run the rest of the year?

Would viewers want to sit through repeats of repeats?

They Housewives shows multiply. When one season end, theres another or 2 ready to start. Heck they dont even wait till the seasons are over to start airing the next bc they have so much footage. Every year they bring out 1 or 2 new series and each of those get additinoal seasons. So far there are OC, NYC, Atlanta, and NJ. DC is the newest one and just debuted last week. The next city will be Bevery Hills. I wont be surprised if they do one in Miami after that. Bethenny from NYC just had a spinoff show and they could always create spinoffs with other populer housewives. I really dont think Bravo/NBC are thinking they will be running out anytime soon or else they wouldnt be doing this. The housewives shows are VERY popular and are the highest rated shows on the network. Its a great idea to expand these to daytime for those without the cable outlet to view them. Consideing they are shows about housewives, the typical soap audience is the perfect place to market them. Heck these shows tend to have more drama than some of the shows on the air. Bethenny vs Jill from last season's NYC was a damn good feud

Link to comment
Share on other sites

  • Members

I think it is a GOOD thing.

For years NBC has just ignored its daytime lineup and were content letting days just die off.

They seem like they at least care and are somewhat invested in it using Days to relaunch a daytime lineup.

Could this lead to the end of days? I doubt it. I know Dyas is going to end in the next few years, but not because of this, because of itself.

Plus, everyone has said for years the worst thing days had against it was it had no lineup, it was just a lone show. Now NBC is building a lineup and it is a bad thing? Just because they are not soaps doesnt mean anything, IMHO.

Link to comment
Share on other sites

  • Members

They Housewives shows multiply. When one season end, theres another or 2 ready to start. Heck they dont even wait till the seasons are over to start airing the next bc they have so much footage. Every year they bring out 1 or 2 new series and each of those get additinoal seasons. So far there are OC, NYC, Atlanta, and NJ. DC is the newest one and just debuted last week. The next city will be Bevery Hills. I wont be surprised if they do one in Miami after that. Bethenny from NYC just had a spinoff show and they could always create spinoffs with other populer housewives. I really dont think Bravo/NBC are thinking they will be running out anytime soon or else they wouldnt be doing this. The housewives shows are VERY popular and are the highest rated shows on the network. Its a great idea to expand these to daytime for those without the cable outlet to view them. Consideing they are shows about housewives, the typical soap audience is the perfect place to market them. Heck these shows tend to have more drama than some of the shows on the air. Bethenny vs Jill from last season's NYC was a damn good feud

I know for a fact they're developing a Real Housewives of Gold Coast, which is basically the rich neighborhood on the near north side of Chicago.

Link to comment
Share on other sites

Archived

This topic is now archived and is closed to further replies.

  • Recently Browsing   0 members

    • No registered users viewing this page.
×
×
  • Create New...

Important Information

By using this site, you agree to our Terms of Use and Privacy Policy