NBC, Full Circle Plan, Integrated Comedy Series

Nov 4, 2007  •  Post A Comment

NBC and Omnicom Group’s Full Circle Entertainment are developing a weekly hourlong summer comedy series based on “E,” Matt Beaumont’s 2000 novel that relies on a string of e-mails to tell the tale of fictional London ad firm Miller Shanks. Full Circle is searching for two advertisers whose products will play integral roles in the show: Miller Shanks will be pitching to win business from one marketer and fighting to keep another whose account has gone into review. Nabbing one of these prominent plot integrations is likely to run $400,000-$500,000, according to people familiar with the situation. Because “the reality of time-shifting and DVRs exists,” marketers are looking for ways to use TV that are “DVR-proof,” Ben Silverman, co-chairman of NBC Entertainment and Universal Media Studios, said. “You’re just seeing this shift,” he added. Motion pictures have long accepted the practice of weaving products into their milieu, said Mr. Silverman, “and scripted television is starting to embrace it.” One hope is to launch an online site for the show in the weeks before the first episode appears on TV, generating viral buzz that would give the two advertisers other ways to reach potential fans. NBC is contemplating a six-episode arc for the one-hour show, which could launch next year before the network begins its coverage of the Olympics.

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