{alltv} NBC's top programmer says recovery will take years

LOS ANGELES (Hollywood Reporter) – When Robert Greenblatt took over as NBC's chairman of entertainment in late January, many in Hollywood had high hopes for the executive who transformed Showtime into a serious destination with shows like "Dexter," "Weeds" and "Nurse Jackie."

Greenblatt, known for both his taste and his skilled handling of talent, has since settled into the job and unveiled his first fall schedule -- a mix of ambitious dramas, populist comedies and supersized reality franchises -- at the TV upfronts in May.

The network's top programer shared his plan for restoring luster to the ratings laggard.

DID YOU HESITATE ABOUT TAKING THE JOB BECAUSE THE NETWORK WAS IN BAD SHAPE?

I didn't. I looked forward to it because of the challenge. I know that may sound counterintuitive but I'm not a good maintainer. I like to build or rebuild, brand or re-brand. It seemed like, what more interesting challenge could there be?

DID YOU SEEK SPECIFIC ASSURANCES FROM NBC'S NEW OWNER COMCAST AS TO HOW MUCH YOU COULD SPEND ON DEVELOPMENT AND MARKETING?

We never agreed on dollar figures. They know you can't reverse a slide like this by being conservative. They make big swings and they're very astute dealmakers. They're very thoughtful about looking at what needs to be done and then spending appropriately on things that work.

HOW LONG WILL IT TAKE TO TURN NBC AROUND?

We're taking the long view because new management can afford to do that. When you're in as bad of shape as we are, to think it can be turned around quickly is foolish. I didn't come here under the guise that it could be turned around quickly. (NBC Universal CEO) Steve Burke has been very vocal about it, saying it could take four to five years. And what does "turn around" even mean? Does that mean we're breaking even as opposed to losing money? A lot of things have to be rebuilt and we need time to try some things and fail and rethink.

OTHER THAN JUST HITS, WHAT'S NOT ON NBC THAT YOU WOULD WOULD LIKE TO BE THERE -- A TYPE OF SHOW PERHAPS?

Without insulting the shows that have come before and not lasted, I just think we have to make better shows -- scripted comedies, scripted dramas, reality shows. There's a whole separate discussion we could have about the brand.

IS THERE AN NBC BRAND?

I would like to revive the brand that used to exist, which is innovative, fresh, bold, original, upscale and groundbreaking at times. Look at "E.R.," "Seinfeld" or even "Friends." You go back across the years and the shows were always trying something new and yet being broad. I'm a firm believer in moving around until you find exactly what the brand is supposed to be. That's part of what takes time.