NBC’s Zucker opines on the future of TV, mobile

LAS VEGAS — It is no doubt a tumultuous time for the television industry — writers’ strike not withstanding — and NBC Universal President and CEO Jeff Zucker didn’t mince words in this morning’s keynote here at NATPE when he described the struggle his company is facing as it watches traditional lines of thinking fall by the wayside.
“The tumult is likely to continue,” he said. “It has been a great run, but today we need a different message.”
Zucker acknowledged that a significant portion of the industry is under pressure and that the status quo will ultimately lead to failure. Change often requires a catalyst, he said, and in November Hollywood got one in the form of the writers’ strike that has brought much of the industry to a grinding halt.
“It would have been a lot better if we didn’t have a writers’ strike,” but it could leave fertile ground behind in its wake, he said. “The current work stoppage has allowed us to stop and think about the business.”
Zucker admits he doesn’t have all the answers, yet says he’s committed to experimenting with new approaches to long-standing norms in the industry.
He hinted at major changes to come at this year’s upfronts in May, where the TV industry aims to sell upwards of $65 billion in advertising. Additionally, he said NBC Universal will be green-lighting fewer pilots as it looks to cut costs that never return on their hefty investment. Pilots, of which there were 80 for NBC last year (only eight became full seasons), have become standalone mini movies that cost tens of millions of dollars to make, he said.
“This is not about making less programs, it’s about making less waste,” he said.
Zucker also talked about continuing to embrace new distribution platforms in mobile and online. “We have to be everywhere,” he said, but didn’t elaborate on future plans.
“We’re starting to see mobile devices live up to their promise” of un-tethering consumers’ TV-viewing experience from the home, he said.
“No matter what happens in technology people are still going to love great content,” Zucker added. “Quality content is still where it all begins.”
However, earlier in the week Zucker sounded a down note on the mobile industry.
“It’s actually not that important,” he said at the World Economic Forum in Davos, Switzerland, according to media reports. “We’re obviously playing in this world, but playing in a small way.”
According to reports, Zucker said the mobile-phone industry needs to cut entertainment companies better deals for providing content to handsets.