NBCU’s Ben Silverman on Upfront, Automakers

Apr 10, 2009  •  Post A Comment

The bad economy doesn’t mean the upfront TV advertising market will collapse, according to NBC Universal boss Ben Silverman.
“If you’re going to get out of a recession, you need to sell stuff,” the co-chairman at NBC Entertainment and NBC Universal Television Studio said. “I think it will be a slow (upfront) process to come together. It will take a little longer. And some people may wait for scatter.”
Mr. Silverman also said he and other NBC executives have recently been talking to representatives for the major U.S. automakers about ways to help them use network TV to pull themselves out of their slump.
“When they start coming back, they’re going to need to rebrand,” he said. “We’re talking to them about that. … About building off some of the relationships we have.
“When they reorganize and pick the lines of cars they believe in, they’re going to have to partner (with media companies). And we have a global reach.”
Mr. Silverman also noted that Jay Leno, who will be the anchor of NBC’s evening lineup, is “the biggest car fan in the world” and that “The Tonight Show” host Conan O’Brien and announcer Andy Richter “are going to be driving all over L.A. for the show.”
“There are so many elements on our air we can utilize,” he said.
Mr. Silverman said NBC has already begun putting together integration deals for next season.


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