• by Wayne Friedman , May 13, 2008

The upfront process has started for NBC--at least in terms of some of its multi-platform branded entertainment deals. One of its newest is with General Motors for the network's new fall drama "My Own Worst Enemy," which will air Monday night at 10 p.m. next season and will feature two GM models. The marketing deal will also include a traditional network media buy, as well as on NBC Universal's digital and out-of-home platforms.

Ben Silverman, co-chairman of NBC Entertainment and NBC Universal Television Studio, says: "All of our [branded entertainment] partners will be back next year." This includes Nissan USA with "Heroes," Toyota Motors Sales with "American Gladiators" and Maybelline with "Lipstick Jungle."

Credit, he says, goes to the quality of NBC's shows for retaining branded entertainment--although the network remains in fourth place. He also notes that marketers are getting in early in the development of shows in unusual ways, even if there isn't much traditional network media attached.

For example, Anheuser-Busch now pays a fee for options to have future "category exclusivity" in some pilots. This money helps pay for early production, while at the same time giving the sponsor a possible "charter advertiser" status--coming in at a low rate--should the show become a success.

"We are comfortable in over-delivering," says Silverman.

While each branded entertainment marketer may come to TV shows differently, all want the same thing: quick results. Silverman says sponsor Teleflora witnessed a sharp spike in flower sales after its recent deal with reality show "America's Favorite Moms," which ran on Mother's Day.

Silverman says NBC is a different network these days, and so is his job. He's having far more meetings with advertisers, and was rushing off to one with General Mills.

Separately, in speaking with reporters during a New York City press conference, he announced that Jimmy Fallon would be the new late-night host for "Late Night." Fallon replaces Conan O'Brien, who takes the reins of "The Tonight Show" from Jay Leno.