NBCUniversal Cable Upfronts: WWE Sticking Around

05.15.2014

​NBCUniversal was first and last up for the Upfronts presentations to advertisers this week in New York City, with NBCU's cable operations at bat Thursday afternoon.

Before the presentation even started, NBCU announced a new three-year agreement to keep WWE's "Monday Night Raw" on USA and "Friday Night Smackdown" on Syfy. "Monday Night Raw" is the most-watched year-round program on cable television.

"USA Network President Chris McCumber, Syfy President Dave Howe and I are incredibly pleased to renew this strategic partnership with WWE," said NBCUniversal Cable Chairman Bonnie Hammer. "In today's TV landscape, live event programming is an extraordinarily valuable asset, and WWE remains the only entertainment franchise that consistently delivers this on a 52-week a year basis. We look forward to bringing WWE's action-packed and unique brand of drama to the wide audiences across our cable networks for many years to come."

Onstage at the Javits Center in Manhattan, E! reality star Kim Kardashian, showed off her deadpan skills when NBCU ad boss Linda Yaccarino joked that the pair should be called "Kimda," and they should trademark the term.

"I already did about 10 minutes ago," Kardashian said.

Later on, Bravo's also brought the jokes: '"I was asked to discuss social content on my show--we call it 'drinking'--and gamefying the viewing experience--also, 'drinking.'"

"" hosts and Giuliana Rancic traded barbs about a variety of celebs (read them here), while Joel McHale joked that "Yes, this is exactly the upfront I thought I would be at this week - ah, 'Community'." (The comedian's NBC sitcom "Community" was cancelled last week).

If the presentation seems a bit all over the place, it's because NBCU decided to combine all of their cable channels into one Upfront to better reflect their strategy of selling ads across their portfolio based on theme and audience. Yaccarino reorganized her sales team into four groups focused on mass market entertainment, lifestyle networks, live programming, and digital. The consolidated schedule meant that the Comcast-owned media company was able to reach media buyers in one go, rather than holding separate events throughout the month.

Hammer joked that she hoped to earn some brownie points from the buyers by saving them time, shoe leather and taxi fare.

Among the programming highlights: E! unveiled its first foray into scripted programming, with the Elizabeth Hurley-starrer "The Royals," which is set to air on the Home of the Kardashians in 2015.

Read More: Deadline, The Wrap, The Hollywood Reporter

Brief Take: NBCU is sticking with a known live-viewer vehicle. And the company's new consolidated approach to upfront ad-selling is allowing the sales team to concentrate its firepower as it looks to execute a new ad-selling strategy.