8legs: Variety’s entertainment marketing summit

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LISTEN: NBCUniversal’s Pearlena Igbokwe on the Return of Pilots, the Value of Co-Viewing, and Leveraging Broadcast and Streaming Platforms

NBCUniversal is returning to pilots as a key risk-taking method to discover new hit shows, according to Pearlena Igbokwe.
Igbokwe emphasizes co-viewing across generations as a strategic priority for NBCU's programming.
NBCU is pursuing big events and must-watch live content to grow reach across NBC, Bravo, and Peacock.
The SVU audience is large on NBC and smaller on Peacock, illustrating cross-platform reach.
Igbokwe notes Peacock offers exclusive live events and original entertainment to complement NBC.
NBCUniversal aims to program for multi-generational audiences within its ecosystem.
The discussion situates NBCU’s strategy within Variety’s Entertainment Marketing Summit.
Versant Media spinoff earlier in the year influenced NBCUniversal’s streamlined structure.
Igbokwe cites 'Law & Order: SVU' as an example of cross-platform success across NBC and Peacock.
Igbokwe stresses that cross-promotion and franchise cross-pollination are central to NBCU's strategy.

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