NBC’s Saving Grace: Presence On New-Media Venues

NBC’s desperate to get out of the last place among networks, and its pitch for the Fall TV season is beginning to impress the media buyers: Particularly noteworthy, media buyers say, are NBC’s plans to give new shows a presence on new-media venues of increasing interest to advertisers: the Web, mobile and other digital devices.

Madison Avenue deemed promising several NBC dramas planned for the fall, including “The Black Donnellys,” about four brothers involved in organized crime….Highlighting NBC’s digital focus, the new drama will have mini episodes available exclusively online and on mobiles, and the show’s writers will have a blog.

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