10:06am PT by Lacey Rose
NBC's 'The Voice' Airs Special Encore Performances Weekly on E!
In a bid for synergy across the NBCUniversal portfolio, E! will once again be the cable home for all tings The Voice.
The network best known for Kardashian fare will air special encore performances from NBC’s hit singing competition series on a weekly basis, beginning with a three-hour debut this Saturday at 5 p.m.
The strategy proved a success for E! last year with ratings up as much as 60 percent in the timeslot. Over the course of the series' debut season, more than 22 million viewers in total tuned in to see the Mark Burnett-produced show on NBC’s cable sibling.
To be sure, luring as many eyeballs as possible is tantamount to a show increasingly critical to the company’s fortunes. Over the last nine months, The Voice has proved one of few bright spots on an otherwise ratings-challenged NBC schedule.
The series, which counts Christina Aguilera, Cee Lo Green, Adam Levine and Blake Shelton as coaches, delivered a hugely impressed 16.3 rating among the 18-49 demo and 37.6 million viewers overall when it premiered after Sunday’s Super Bowl. The following night, The Voice nabbed NBC's highest 18-49 rating in the time period --a 6.7 rating-- excluding Olympics, since February of 2004.
For its part, NBC announced plans to air encores of its own during the net's primetime block on Thursday and Saturday.
Email: Lacey.Rose@THR.com; Twitter: @LaceyVRose