Monday, September 17, 2007

In the News: NBC becomes TSN

What if you woke up to the following headline: "NBC Becomes the Today Show Network?" Read more of this intriguing, if not authentic, story:

It's official, the National Broadcasting Network is becoming the Today Show Network. According to a spokesperson, the company's name is reflecting the realities of the network. On every evening after midnight NBC's airwaves are dominated by infomercials. At 7, the Today Show kicks in and continues to around lunch time. It is only a question of when, not if, the Today Show takes over the rest of the network...

It sounds silly now, but until a few years ago the Today Show was only two hours long. Slowly, it played around with a concept called "Later Today," but that was quickly shelved in favor of maintaining the continuity of the popular early program. Earlier this year they decided to extend the show to 11 AM starting in September. September is here and, true to their word, we have four hours of programming.

The Today Show works so well for NBC for several reasons:

* Personalities. Among the friendliest on TV and certainly with the best chemistry.

* Technical quality. NBC treats their morning show like a real program. They recognize that it provides a ratings bonanza and they honor such by making it very attractive, visually.

* Most important, it is a very high end infomercial to support the vast product line of its parent company, GE. Today belongs to NBC, which belongs to GE and its companies include iVillage, appliances, entertainment, financial services, aviation, etc., etc., etc. Virtually every hour has something from the vast GE empire and you will hear their disclaimer. Because of the shear promotion of product, Today can't help but make money.

Fortunately for NBC, the show has high ratings as well and is an excellent example of taking marketing to new and very creative heights.

Note: Order Kevin Price's audio program The Accumulators, which explains the impact that the Internet is having on marketing and consumer behavior. It is available online here for only $10 plus p and h. Receive the Houston Business Review e-zine free each week by clicking here.

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