NBC is continuing to use its cable outlets as an incubator for programming ideas for the network.
After the successful launch of “Queer Eye for the Straight Guy” on Bravo Tuesdays at 10 p.m., NBC ran a half-hour version of the preem episode on the net Thursday at 9:30 p.m. after “Will and Grace.”
Now NBC is launching a 24-hour shopping program in four markets in a joint venture with ShopNBC, the net’s 24-hour shopping network.
Aug. 4 start
“Shop & Style” will air weekdays starting Monday on NBC O&O stations in New York, Chicago, San Francisco and Philadelphia at 11 a.m. (10 a.m. in Chi). The program will be simulcast on ShopNBC the first week, and then be exclusively broadcast on the select NBC stations.
Show’s hosts are standup comics Lynne Koplitz (co-host of the Food Network’s “How to Boil Water”) and Kerry McNally.
During the program, viewers will be able to purchase merchandise — yoga mats, cosmetics, treadmills — by calling in their orders or registering them online at ShopNBC.com.
Celeb guests will include Cheryl Tiegs, “Fear Factor” winner Olivia Jones and home and garden expert Rebecca Kolls.
Diane Masciale, senior broadcast producer for “Dateline NBC,” will exec produce. John Gilmartin, an Emmy-nominated director for NBC Sports, will direct.
“This one-of-a-kind commerce programming initiative marks the next evolution in our strategic relationship with NBC,” said Liz Haesler, ShopNBC’s exec VP of TV/Internet sales.
ShopNBC, which debuted in 1991, is in 66 million homes.