NBC, Prince Charles in 'Harmony'

Net unveils Green Week, Healthy Week initiatives

NEW YORK -- Prince Charles is coming to NBC as the network will air the special "Harmony" during Green Week in the fall.

Lauren Zalaznick, president of Women & Lifestyle Entertainment Networks and NBC Universal, announced the November program at a pre-upfront lunch event with reporters and business partners Tuesday. The Prince of Wales will share his views on solutions to environmental challenges in the TV special "Harmony," which is also the title of a book by the British royal family.

The program will just be one of various content initiatives, which will also once again see NBC primetime shows put the spotlight on environmental issues.

NBC Uni also unveiled its first-ever Healthy Week, scheduled for June 21 with nutritional literacy, obesity and fitness as key themes across its networks and shows. "It is the next cultural conversation," Zalaznick explained.

Among other things, NBC will kick off primetime every day of that week with health tips from "Biggest Loser" star Jillian Michaels.

Zalaznick oversees the Green is Universal, Women @ NBCU and Healthy at NBCU  initiatives.

Mike Pilot, president, advertising sales, at NBC Uni, said the initiatives are also good business as they are a reaction to advertisers' challenges in reaching consumers in a fragmented marketplace and engaging them. Zalaznick said the company wants to continue to be informational and show awareness of social themes without coming off as preachy.

NBC Uni will sell ad opportunities in and around the programming announced Tuesday as part of its upfront sales process.

Other highlights from Tuesday's NBC Uni event:

-- Pilot said General Mills will be the lead sponsor of Healthy Week.

-- Maryam Banikarim, svp, integrated sales marketing, NBC Uni, said at the firm's integrated sales marketing event that it will run print ads featuring marketing partner American Express during upfront week (May 17) with the tagline "Minds over media." It will highlight how media and marketing have changed and require new solutions.

-- Zalaznick also highlighted the reach of NBC Uni among female viewers, saying it reaches more woman a month than the entire Internet and more than the other broadcast networks combined.

-- The event ended with a panel hosted by TV host and advertising guru Donny Deutsch. "It's good to be back in the building," Deutsch quipped in the beginning in a reference to his short-lived MSNBC hosting stint. Panelists were Peggy Green, vice chairman of media firm Zenith; Seth Greenberg, director of national media and digital marketing for Turbo Tax; Nancy Smith, vp global media, content & community at American Express; and Christopher Vollmer, partner at the global media & entertainment practice at consulting firm Booz & Co.

-- Vollmer said more media companies beyond NBC Uni continue to move into the direction of integrated sales that help marketers solve problems, but "most media companies don't have that nailed down yet as a well-oiled machine."