NBCU's Yaccarino: 'The Future Is Personalization'

“The future is all about personalization…to reach beyond the screen and form a personal relationship [with the audience] with the right ad with content,” Linda Yaccarino, chairman of advertising and client partnerships at NBCUniversal, declared during the company’s presentation at CES yesterday. “That’s when the magic happens.”

The “availability of choice via technology” promises myriad options, making it “a playground” for the team at NBCU as well as putting consumers in control, she said, reported Deadline.

Yaccarino noted, for example, that consumer demand on social media was responsible for NBC picking up “Brooklyn Nine-Nine” after the series — which is produced by NBC sister studio Universal TV — was cancelled by Fox in 2018. Tech, she said, “gives consumers a voice” in such decisions.



Yaccarino did not reveal any new operational or marketing information about Peacock, the SVOD that’s set to launch in April. NBCU has indicated that the plans for Peacock will be the focus of its investor meeting on January 16.

However, she stressed that Peacock, and all of NBCU’s 2020 programming — including its Tokyo Olympics and election coverage — will stress quality over quantity.

NBCU announced Peacock’s initial programming lineup this past September.

The lineup includes reboots such as “Battlestar Galactica”; a library of popular series ranging from “The Office” and “Parks and Recreation” to “Downton Abbey” and “House”; and new originals. New offerings include comedy series “Rutherford Falls,” starring Ed Helms; “Dr. Death,” a dramatic limited series starring Jamie Dornan, Alec Baldwin and Christian Slater; and “Armas de Mujer,”a Spanish-language “dramedy” offered as part of 3,000 of content from Telemundo.

Panelists for NBCU’s CES presentation, hosted by “Today”’s Natalie Morales, also included Mandy Moore of “This Is Us,” Terry Crews of “Brooklyn Nine-Nine” and “America’s Got Talent,” “Pitch Perfect”’s Ester Dean and “La Reina del Sur”’s Kate del Castillo.

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