NBCU’s ‘Epilepsy Hut’ Pulls Mixed Reviews

NBC’s unusual upfront garnered mixed reviews from the media crowd; some blamed the network for using the new format to draw attention away from a weak programming slate, while others liked the innovative format.

Yesterday’s upfront event drew advertisers through a number of “stations” throughout the day, each designed to illustrate an aspect of the network’s multi-platform media assets, writes Mediaweek.

The NBCU high definition theater allowed clients to watch HD network programming. There was a food station, with tidbits from NBCU-owned Bravo’s reality series Top Chef. There was the talking car from Knight Rider in one station, while another showed highlights from past Olympics and promos for the upcoming Olympics.

In all, there were 440 booming television screens, pulsating electronic tickers and 7-foot-high consoles in a telescoping set of halls that made it seem part carnival, part trade show, the Los Angeles Times writes.

All of it was topped off by an elaborate cocktail party, at which Conan O’Brien told the crowd, “I hope you all enjoyed your walk through the multimedia video and light arcade. Or as we like to call it here at NBC, the epilepsy hut.”

The goal of the day was to remind buyers of the variety of different places and ways to advertise with NBCU.

Some buyers said the unusual format wasn’t enough to convince them to spend more of their advertisers’ money with NBC. Others, like Donna Speciale, president of investment and activation at media agency MediaVest, and John Swift, executive vp and managing director of media activation at PHD, felt the presentation showed that NBC understands the mixed media landscape and is willing to work with advertisers to find opportunities across all platforms.

NBCU announced its program slate in April rather than during the upfronts, as the other networks are doing.