• by Wayne Friedman , Staff Writer, May 5, 2009

NBC is maybe out-front or in-front with its up-front programming. But concerning next season, it still seems to be left-back in at least one area.

While four new dramas and two comedies made the cut during its upfront presentation in New York, NBC didn't give advertisers what they usually have received in recent years: a slate of new reality shows.

Ben Silverman, co-chairman, NBC Entertainment and Universal Media Studios, who early on championed reality efforts like "The Biggest Loser" (which came from his own production company), noted that for scripted series "we will probably have a higher concentration than anyone, I would think, except maybe CBS."

Reality efforts weren't the only thing left to be decided. NBC is rolling out scheduling details for its new season in slow order, which ironically could be how the upfront advertising market will evolve.

The network ad upfront marketplace won't take place in just over a week and a half, as it has in recent years. Some executives believe it will move more like cable or syndication, going through the last days of August and into September.

So while there may be plenty of things happening between now and May 19 -- the night of NBC's special comedy showcase featuring a special 10 p.m. performance by Jay Leno, to celebrate the 10 p.m. time slot of his new show -- chances are there'll be more to come.

And what is the one thing NBC needs? An NBC upfront presentation chock full of scripted programs gives advertisers a nice warm feeling. But the cold light of day spells a more pressing hunger.

Marc Graboff, co-chairman of NBC Entertainment and Universal Media Studios said it:  "The No. 1 thing that we're lacking is a broad, big-tent female-skewing reality program. What is ABC without 'Dancing with the Stars'; what is Fox without 'American Idol'?"

Like or not, the NBC brand is really about making money. Scripted shows? Perhaps they are just merely role players these days; not the big deal, though. Front and center it's about the blockbuster, cost-efficient reality shows where NBC will pull in big TV advertising money .