Call it the Night of 126 Stars.
NBCUniversal brought out everyone from Joan Rivers to Kim Kardashian to tout a wide range of programs across its entertainment-focused cable outlets Bravo, E!, Syfy, USA, Oxygen, Esquire and even kiddie-cabler Sprout. The massive presentation aims to highlight the company’s suite of cable outlets, that are just as important financially – if not more so – than the NBC broadcast network.
NBCU ad sales chief Linda Yaccarino talked about the value of “aggregation,” or accumulating audiences across niche networks in order to build the scale necessary to drive an efficient ad buy.
NBCU executives said the company had enlisted the help of 126 celebrities to bring the messag home. Bravo’s Andy Cohen talked about social media. Syfy’s Tricia Helfer offered a preview of new drama “Ascension.” Elizabeth Hurley took to the stage to promote E!’s first scripted series, “The Royals.”
The event, the last in a series of handfuls of presentations this week as part of the “upfront” market, had a less formal tone. NBCU offered champagne and wine to guests before the event got started, and when Yaccarino took the stage, she assured the audience the bar would reopen within 85 minutes.