NBC to announce 52-week prime-time slate

NEW YORK, Feb. 20 (UPI) -- The U.S. media giant NBC Universal said it plans to announce a full 52-week prime-time programming schedule in April.

Also as part of its fresh spin on the Upfront presentation, the company said it will hold a series of one-on-one client meetings in New York, Los Angeles and Chicago, as well as an event May 12 that will showcase the platforms and capabilities of the larger NBC Universal company.

"A business-as-usual approach no longer applies in today's multi-platform media environment," Jeff Zucker, president and CEO of NBC Universal, said in a statement. "The traditional prime-time presentation shines a light on only one piece of what our company has to offer. This new approach gives our clients an early look at NBC's scheduling strategy and allows us to showcase the full suite of creative advertising solutions and customized services that NBC Universal is uniquely positioned to provide."

As part of the new process a 52-week prime-time programming slate will be unveiled in early April.

"There is an insatiable desire for new content year-round, and we want to satisfy that need and be efficient at the same time," said Ben Silverman, co-chairman of NBC Entertainment and Universal Media Studios.