Executive Session with John Eck of NBC

NBC, Affils: Good As Gold, Silver, Bronze

As part of his affiliation relations duties, NBC TV Network President John Eck has a plan he views as adventageous to both the stations and his network while meeting the challenges of the evolving TV marketplace. NBCU is offering affiliates a long-term agreement (the Gold option) that makes the network and the affiliate full partners not only in broadcasting as they are today, but also in local online media and mobile DTV with NBC representing them in retrans negotiations. If that caveat is not to their liking, they can opt for shorter-term Silver or Bronze deals.
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NBC TV Network President John Eck wants the NBC affiliates to go for the gold.

The gold, in this case, is a long-term agreement that makes the network and the affiliate full partners not only in broadcasting as they are today, but also in local online media and mobile DTV.

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There's just one catch. To be gold -- to be full partners -- affiliates must allow NBC to represent them in retransmission consent negotiations with cable and satellite operators and share the retrans revenue with the network.

The affiliates can opt out of the retrans piece, settling for what NBC calls bronze or silver relationships, but at the cost of a long-term agreement.

Eck wears many hats at NBC Universal. As president of the NBC TV Network and Media Works, he is responsible for NBC affiliate relations and operations; IT, studio operations for all of NBC TV properties; film and TV production and post-production operations; environmental health and safety; and crisis management.

In this interview with TVNewsCheck Editor Harry A. Jessell, Eck speaks as network affiliate chief of his hopes for re-aggregating the fractionalized NBC audience by binding the network to its affiliates more closely, at more levels, than ever before.

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An edited transcript:

At the May affiliates meeting, NBC outlined three levels of relationships it would like to have with the stations going forward -- gold, silver and bronze. Can you elaborate on that? What's involved with each of those tiers?

Bronze is basically what we have today: linear over-the-air broadcasting with inventory splits. We offered the chance to work together, looking at the 5 p.m. to 7 p.m. time period and exploring the use of NBC Universal's broader capabilities.

The silver package would add in a number of different digital opportunities -- Internet, wireless and video on demand. There would be inventory splits on those platforms, too, and promotion commitments and a different financial equation.

Then, with the gold package, we would work together on all of those things: linear plus digital plus partnerships with cable, satellite and telcos so that we're in alignment on all platforms in all ways for distribution.

I get the bronze level. Can you give me an example of how on the silver level you would work with the affiliates on the Web?

Right now, our affiliates don't get any inventory on NBC.com or Hulu. We are offering that or a revenue share. What we're offering is the chance to align our interests so that when the affiliates promote The Office on Thursday night at 9 o'clock, they're benefiting from all of its runs as a part of the NBC ecosystem. We are offering to make them our true partner in all forms, not just in the original airing on the broadcast network, but in all subsequent opportunities for the consumer to use our content.

Now what about the local Web sites?

Well, as a part of our silver package, we will also offer what we call NBClocal.com, which is more of a culture-and-life-style and mood-of-the-city Web site branded around NBC. It would be about what the city is talking about, what the people are thinking about. We're offering that as a revenue-sharing opportunity in exchange for cross promotion. We're happy to have the conversation about consolidating technology for all the NBC affiliates. We can do that. We can add a lot of value, but it's hard to do.

So there would be an NBClocal in each market where an affiliate wanted to participate -- NBCCharlotte,  NBCNashville, NBCPhoenix, etc.

Yes. If you go to NBCnewyork.com, take a look at the Web site. You'll get a sense of what I'm talking about. Our ambition is to have NBCindianapolis.com and similar sites in other markets. We would curate the sites centrally and then split inventory. What we want to do is re-aggregate the NBC audience as it fractionalizes on all these platforms. We think it is in our interest and in the affiliates' interest.

What about multicasting? NBC has been offering Universal Sports as a multicasting network. Where does that fit in?

The more interesting play with multicast is mobile, but it may not play out for a few years.

So you're more bullish on using the extra bits for a few mobile DTV channels than extra broadcast programming channels.

Well, at least one for sure. If we could offer NBC to a consumer in a train or a bus, moving through a city, or a consumer in the backseat of a car, that's a good thing. If we can get the Today Show to the mobile consumer, our nightly news to the mobile consumer, that's a good thing.

What's the business model for mobile DTV? Is it simply for each NBC O&O and affiliate to simulcast their regular broadcast channel?

That's the only way I can think about it right now. We haven't done basic research to know whether that is something the consumer wants You know, do they want The Office to run at 9 o‘clock on Thursday night on their cell phone? But my basic operating premise is that franchises like Today, Tonight, the Jay Leno show, SNL, sports, all of those would greatly benefit from reaching the on-the-go consumer.

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Ratings

Overnights, adults 18-49 for September 22, 2016
  • 1.
    4.0/14
  • 2.
    1.7/6
  • 3.
    1.3/5
  • 4.
    0.9/3
  • 5.
    0.6/2
  • 6.
    0.3/1
Source: Nielsen

Reviews

  • Rob Owen

    Easily fall’s best broadcast network comedy pilot, NBC’s The Good Place offers a clever high-concept premise that’s complemented with intelligent, sometimes absurdist humor. Created by Michael Schur, co-creator of NBC’s Parks and Recreation, The Good Place is a highly serialized series that’s essentially set in heaven and stars Kristen Bell and Ted Danson. NBC made five episodes of The Good Place available for review, and the show not only holds up, but also it improves, deepening characters that initially feel one-note and frequently leaving viewers guessing with cliffhanger endings to many of the episodes. The combination of snappy dialogue and winning but flawed characters makes The Good Place a great bet for fans of smart TV comedy.

  • Maureen Ryan

    Pitch has swagger, for good reason. It gets the big things right; the Fox drama about the first female baseball player in the Major Leagues is one of the year’s most assured and exciting debuts. But part of what impresses about the pilot is also the way it confidently strings together so many small but telling details. Ginny (Kylie Bunbury) is the first woman to be called up from the minors to the big leagues, and no show since Friday Night Lights has done a better job of portraying the internal and external pressures that weigh heavily on young athletes asked to do much more than merely succeed on the field. Pitch will likely do a good job of getting viewers to root for it. The hope is that the show won’t be an impressive, short-lived curiosity, but rather a long-term phenomenon.

  • Kevin Fallon

    In a fall TV season that’s already making a splash for championing diverse, distinctive voices in an array of projects that they created, wrote, and starred in, Better Things on FX stands out. The show is created by, written by, and starsPamela Adlon. She plays Sam Fox, the single mother of three daughters modeled after her own reality-show-ready experience raising three girls in Los Angeles following a divorce. Sam is also, like Adlon, a working actress — on shows both raunchy, a la Californication, and animated for children, like her role on Recess. It’s a refreshingly blunt take on single motherhood without sacrificing the warmth of parental love, portraying the dance between selfishness and selflessness that’s at the heart of being a parent — especially one weathering the hormonal fireworks of a household of four women at different ages.

  • David Wiegand

    The fall TV season doesn’t count as much as it used to — we already know that. But no matter how many retreads the broadcast networks throw at viewers in the next few months, this fall will be memorable because of the premiere of Atlanta on Tuesday, Sept. 6, on FX. The half-hour comedy created by and starring Donald Glover (Community), simply and brilliantly recalibrates our expectations of what a TV comedy is and how black lives are portrayed on the medium.

  • Louisa Ada Seltzer

    The second reboot of the 1980s John Candy movie Uncle Buck, bumped by ABC from midseason, has the same tired jokes you'll find on any second-rate sitcom. Too bad, because Mike Epps is appealing and ABC would be wise to keep him around for future shows, but there’s just not enough to this show to suggest it will last past summer. It also airs against NBC’s America’s Got Talent, summer’s No. 1 program on broadcast, which may make it even harder to find an audience.

  • Neil Genzlinger

    Bryan Cranston brings his Tony Award-winning interpretation of President Lyndon B. Johnson to television in an adaptation of the Robert Schenkkan play All the Way, and it’s still quite a sight to behold, just as it was on Broadway in 2014. Nothing beats witnessing this kind of larger-than-life portrayal onstage, of course. But the television version, presented by HBO, offers plenty of rewards, allowing Cranston to work the close-ups and liberating him from the confines of a theater set. Cranston’s performance is a gem — in his hands, this accidental president comes across as an amazing bundle of contradictions, someone who seems at once too vulgar for the job and just right for it.

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