NBC's Silverman will smell the rose

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Ben Silverman, co-chairman of NBC Entertainment and Universal Media Studios, will receive this year's Honorary Rose at the 48th edition of the Rose d'Or Festival, set for May 2-6 in Lucerne, Switzerland.

The announcement was made Tuesday night in Los Angeles by festival director Urban Frye.

Silverman will be presented with the award, handed out annually to individuals who have made a significant impact on the television industry, during the May 6 gala dinner and award ceremony.

Previous Honorary Rose recipients have included Benny Hill, Quincy Jones, Monty Python, John de Mol, Herb Granath, Ricky Gervais and, most recently, Ben Elton.