NBC hopes some innovative approaches will keep viewers interested and point the way toward more creativity among advertisers at a time viewers are accustomed to fast-forwarding through commercials. The live musical, which is quickly becoming a December tradition for NBC, is “the biggest test kitchen that we could possibly have,” said Linda Yaccarino, chairwoman of advertising sales and client partnerships at the network.
TV Land, a Viacom cable channel, will have live ads with the characters from two series, Hot in Cleveland and The Soul Man, during special live broadcasts of the shows.
