NBC Universal is adjusting its traditional approach to television ad sales to cater to customers who are increasingly using the internet, mobile phones and other devices to reach consumers. The company will scrap the “up-front” presentation in May, and in its place it will hold a “spotlight” event focusing less on specific programmes than on the different ways it can reach audiences, from its iVillage website, to its cable networks, wireless offerings and Spanish-language network, among others.

NBC has also committed to introducing its television schedule a month earlier than usual, in April, and to supplying advertisers with a full-year schedule rather than a one-season glimpse.

“This one-size-fits-all approach that the typical up-front has been doesn't work anymore,” said Mark Graboff, co-chairman of NBC Entertainment, arguing that advertisers were demanding greater flexibility to develop sponsorships or customised campaigns that blended a series of media.

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