• by David Goetzl  @dgoetzl, April 3, 2008

NBC executives said Wednesday that "Friday Night Lights" will return in the fall solely on DirecTV. The net indicated that the arrangement provides the income to keep the show on the air.

The satellite operator will have the rights to air all 13 episodes of the drama's third season on a channel it programs itself starting Oct. 1. Then, the same episodes will air on NBC starting in February in the Friday 9 p.m. slot. (There will be no repeats.)

The series has been ratings-challenged, although critically acclaimed. But NBC entertainment co-chief Ben Silverman said the rights fees paid by DTV look to provide enough of a buffer against revenue drops if ratings continue to fall. He mentioned a "10%" viewership decline as an example.

Silverman spoke at what NBC billed as an "Infront" event, where it unveiled its planned schedule through August 2009. Advertisers in smaller groups are hearing from Silverman this week.

NBC's co-head of entertainment, Marc Graboff, said in a statement that the DTV deal "represents a new business model" and "shows that we are very flexible in providing additional platforms" to keep acclaimed series in circulation.

Silverman said the deal came about due to a relationship he has with top DTV entertainment executive Eric Shanks. The return of "FNL" is sure to surprise those who thought its lackluster ratings meant its denouement. (The last new episode aired during this winter's writers' strike.) In fact, many were surprised that it was given a second season last spring.

DTV reaches an estimated 17 million homes; still, Silverman said he hopes the satellite operator's "promotional machine" will give the show exposure to new viewers within that subset.

For DTV, the series gives it additional exclusive programming that in theory, could prompt a dedicated "FNL" viewer to switch over from cable or competitor Dish network. However, the series will be available on NBC a few months later to the other 83 million or so U.S. TV homes.

Silverman said NBC's "love" for the series, which was developed by his predecessor Kevin Reilly, was a driving force behind its return. There's also the possibility that if NBC can produce enough episodes over the next few years, it could sell the series into syndication or internationally, and recoup some losses.