According to Broadcasting & Cable NBC is working on a new marketing initiative and co-branding efforts to spruce up their daytime line-up visiblity with their affiliates which includes Days of our Lives and the reality program, Real Housewives, that will rebrand the reality show as a new sort of daytime soap.
“From a network, we see it as a benefit for us,” says Scot Chastain, NBC’s senior VP of affiliate marketing and development. “By pairing the two, we send more of a youth audience to Days, and we expose an older audience to Housewives. There’s a lot of cross-blending potential there.” The promo will incorporate clips from both shows, highlighting how they are thematically similar. “It’s all about daytime, drama and divas,” says Donna Mills, senior VP of marketing, affiliate relations and communications for NBCU Domestic TV. The promo will air on all 10 of NBC’s owned stations, and on 27 other NBC affiliates.
NBCU also plans to run a radio contest in the top 15 markets in which disc jockeys talk up Housewives with their listeners. In exchange, NBCU is offering daily prizes and a grand-prize girls’ getaway for the stations to give away.
Beyond those efforts, NBC Local Media is buying off-air media and working with partners to promote the new lineup in its entirety. “This is a great opportunity to really inject some life into daytime,” Soroca says. “We have a great story to tell about a fun, energetic, lively group of shows that we think fits nicely into this daytime umbrella we are building.”