NBC Sports Net to Premiere Gear-Head Unscripted Series
'Mobsteel' follows a Detroit custom-car shop and will bow after NBCSN's coverage of the NASCAR Sprint Cup Series from Michigan International Speedway.
NBC Sports Network this summer will bow the unscripted series, Mobsteel, which follows a Detroit family running a custom-car shop. The eight-episode series will premiere Aug. 16 at 6 p.m., after NBCSN's coverage of the NASCAR Sprint Cup Series from Michigan International Speedway. The show joins other unscripted efforts related to sports properties at NBCSN.
Mobsteel, from Hoff Productions, follows shop proprietor Adam Genei, his wife Pam Genei and their staff as they restore relics from the country's car boom including an International Harvard Loadstar.
“We’re excited to add Mobsteel to our growing portfolio of automotive and motorsports properties,” said Ron Wechsler, senior vp of original programming and entertainment at NBC Sports Group. “We understand our motorsports audience is also deeply passionate about American car culture. Mobsteel represents the birth and heart of that culture, the 'Motor City' — Detroit.”
The show is an organic fit with the network's catalog of 1,400 hours of motorsports programming including NASCAR, IndyCar, Formula One, Lucas Oil Pro Motocross Championship, Red Bull Global RallyCross and Mecum Auctions. The network also has the irreverent Men In Blazers, which became something of a cult hit when it aired alongside Premiere League matches, and NHL Rivalries, which airs leading into Wednesday night NHL games. And executives are actively looking to add other thematically appropriate unscripted series that dovetail with its sports rights.
Mobsteel, added Wechsler, "is consistent with our programming strategy to compliment live events of our sports properties. It's shoulder programming designed to tap into the built-in audience."
Last month's NASCAR Michigan Sprint Cup rave averaged 4 million viewers on NBCSN, despite a four-hour rain delay that pushed the start of the race to 11:30 p.m. Viewership for the Coke Zero 400 peaked at 5.1 million viewers, also despite a rain delay, while the late night broadcast drew close to 4 million viewers.
NBC Sports is in the first year of a ten-year, $8.2 billion deal for NASCAR Sprint Cup and Nationwide Series races, which it picked up in 2013 from ESPN. (Fox Sports still carries the Daytona 500 and various other races.) NBC Sports is paying a 46 percent premium over what ESPN was paying — from an average of $560 million per year to $820 million.
Watch a preview for Mobsteel below.