NBC’s ‘Must See’ now ‘Can’t Miss’ billboard

395-foot promo starts at intersection of West 42nd Street, Eighth Ave

FROM DAILY VARIETY GOTHAM – MADISON AVE
It may not be Hollywood’s Walk of Fame — it’s in Gotham, for starters — but it is a walk.

Three hundred and ninety-five feet, in fact, and it’s all NBC.

For commuters streaming out of the Port Authority, the walk begins with “Mad About You” on the northwest corner of West 42nd Street and Eighth Avenue and ends more than a football field later with the cast of “ER.”

That’s the run of NBC’s new Tuesday and Thursday primetime lineup, presented in its entirety on the construction barricade for the forthcoming entertainment (and retail) complex named, appropriately, “the E-Walk.”

“We’ve just taken ‘Must See’ to the next level,” John Miller, executive VP of advertising and event programming, says of the outdoor ad campaign.

Considering the train-long billboard is also 23 feet in height, Miller has reason to designate the level after “Must See” as “Can’t Miss.”

Just to drive the point home, NBC is buttressing its barricade billboards with promos on Times Square’s Astrovision video-screen.The screen, co-owned by NBC and Panasonic, is already featuring customized promos of the new season in nonstop rotation from 7 a.m. to 1 a.m.

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