NBC scraps traditional upfront

NBC Universal is to replace its traditional upfront and set out schedules for the entire year, it has confirmed.

In April the network will release provisional line-ups for the coming 12 months, where previously it focussed on the autumn.

The network will still hold a one-off event in New York to sell to advertisers, on May 12, but this will follow numerous smaller meetings.

It will also become an "interactive presentation" and, instead of focusing only on coming shows, will cover all the network's cable, digital and the internet operations. It recognises the decreasing importance of linear television.

Jeff Zucker, NBC Entertainment president and chief executive, said: "The traditional primetime presentation shines a light on only one piece of what our company has to offer.

"This new approach gives our clients an early look at NBC's scheduling strategy and allows us to showcase the full suite of creative advertising solutions and customised services that NBC Universal is uniquely positioned to provide to the marketplace."

Co-chairman Mark Graboff added: "This one-size-fits-all approach that the typical up-front has been doesn’t work anymore."

The change will mean NBC getting a head start on sales compared to other networks, though their schedule may be less certain.