NBC already announced its fall schedule (or its fall schedule for now) a month ago, so its “upfront” today will consist mainly of—well, I’m not entirely sure, but it seems like it, like the other big-network upfronts, will be focused less on new shows than on new ways for advertisers to make money off shows. Such as this product-placement deal for the new Jekyll/Hyde Christian Slater drama, My Own Worst Enemy. With Knight Rider, this completes the transformation of NBC into an on-air car dealership:
NBC AND GM FORM IMPORTANT CROSS-PLATFORM MARKETING AND PROGRAMMING PARTNERSHIP FOR NEW NBC FALL DRAMA ‘MY OWN WORST ENEMY’
BURBANK — May 12, 2008 – NBC and GM announced an important cross-platform marketing and programming partnership that will make GM the exclusive automotive integration partner for NBC’s new fall drama “My Own Worst Enemy” (starring Christian Slater). The show (Mondays, 10-11 p.m. ET starting this fall) will prominently feature two different GM cars — one for each of the personalities embodied by Slater’s character.
But what will be the good car, and what will be the evil car?
In actual programming news, by the way, Fox is reportedly bringing back ‘Til Death, but not Back to You.