• Advertising Age, Friday, October 10, 2008 12:01 PM

NBC is helping to redefine the upfront by letting advertisers get in on the ground floor developing projects, not just advertising against them. The network is now soliciting advertisers to help create Web content that includes some of its most recognizable--and marketable--A-list talent.

Cameron Death, head of digital programming at NBC, is shopping a development slate of seven new original series to advertisers. The lineup includes reality competition series, as well as scripted dramas from well-known writers such as "The Bourne Ultimatum"'s Scott Burns, "Oz" creator Tom Fontana and "Big Fish" screenwriter John August.

Despite the big-name talent, these series could represent a deal for advertisers. Development of Web series means cheaper production costs, not to mention shorter run times. NBC's goal, said Death, is to have these series funded entirely by brands, and is willing to do what it takes to make that happen. "If the brand is all about back-to-school, there's no reason we couldn't launch the show around back-to-school season," he said.

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