Inside Move: NBC to use summer for ‘off-brand’ test ground

Reilly to experiment during the warm weather months

Fox’s summer of original programs hasn’t been an out-of-the-box smash — but that’s not stopping other nets from going the year-round route.

In addition to the usual assortment of reality shows, NBC Entertainment prexy Kevin Reilly said he still hopes to have some scripted series on the air next summer.

What’s more, Reilly is looking to use the frame to try some different kinds of comedies or dramas, citing the success of skeins such as “The Seinfeld Chronicles” (aka “Seinfeld”) and “Northern Exposure.”

“I want to go a little off-brand” during the summer, Reilly said, adding the warm weather months are prime for experimentation.

The NBC exec said Fox — while correct in its big-picture view of summer programming — may have tried to do too much too soon this summer.

“I think the strategy (of year-round programming) was right on,” Reilly said. “But I think most of (Fox’s) product was chasing the strategy. They rushed them on.”

Reilly said the TV business might be moving toward a feature-film model when it comes to scheduling shows. Networks “will be rolling out shows wherever you find windows of opportunity throughout the year,” even during months like December and August, he said.

More TV

  • Anthony Anderson

    Anthony Anderson Under Criminal Investigation, Disputes Woman's Claims of Assault

    Fox’s summer of original programs hasn’t been an out-of-the-box smash — but that’s not stopping other nets from going the year-round route. In addition to the usual assortment of reality shows, NBC Entertainment prexy Kevin Reilly said he still hopes to have some scripted series on the air next summer. What’s more, Reilly is looking […]

  • 'Marvel's Cloak & Dagger' Renewed for

    'Marvel's Cloak & Dagger' Renewed for Season 2 at Freeform

    Fox’s summer of original programs hasn’t been an out-of-the-box smash — but that’s not stopping other nets from going the year-round route. In addition to the usual assortment of reality shows, NBC Entertainment prexy Kevin Reilly said he still hopes to have some scripted series on the air next summer. What’s more, Reilly is looking […]

  • Frances McDormand Oscar theft

    Amazon Showrunners Panel: Frances McDormand Will Star as God in 'Good Omens'

    Fox’s summer of original programs hasn’t been an out-of-the-box smash — but that’s not stopping other nets from going the year-round route. In addition to the usual assortment of reality shows, NBC Entertainment prexy Kevin Reilly said he still hopes to have some scripted series on the air next summer. What’s more, Reilly is looking […]

  • Amazon Studios SDCC Roundup: Teaser Trailers,

    Amazon Studios SDCC Roundup: Teaser Trailers, Casting, Release Dates

    Fox’s summer of original programs hasn’t been an out-of-the-box smash — but that’s not stopping other nets from going the year-round route. In addition to the usual assortment of reality shows, NBC Entertainment prexy Kevin Reilly said he still hopes to have some scripted series on the air next summer. What’s more, Reilly is looking […]

  • Buffy the Vampire Slayer

    'Buffy the Vampire Slayer' TV Reboot in Development From Joss Whedon, Monica Owusu-Breen

    Fox’s summer of original programs hasn’t been an out-of-the-box smash — but that’s not stopping other nets from going the year-round route. In addition to the usual assortment of reality shows, NBC Entertainment prexy Kevin Reilly said he still hopes to have some scripted series on the air next summer. What’s more, Reilly is looking […]

  • Iron Fist

    TV News Roundup: Marvel's 'Iron Fist' Gets Season 2 Premiere Date on Netflix

    Fox’s summer of original programs hasn’t been an out-of-the-box smash — but that’s not stopping other nets from going the year-round route. In addition to the usual assortment of reality shows, NBC Entertainment prexy Kevin Reilly said he still hopes to have some scripted series on the air next summer. What’s more, Reilly is looking […]

  • Jon Schnepp and Holly Payne g

    'Metalocalypse' Writer-Director Jon Schnepp Dies a 51

    Fox’s summer of original programs hasn’t been an out-of-the-box smash — but that’s not stopping other nets from going the year-round route. In addition to the usual assortment of reality shows, NBC Entertainment prexy Kevin Reilly said he still hopes to have some scripted series on the air next summer. What’s more, Reilly is looking […]

More From Our Brands

Access exclusive content