Jeff Zucker, NBC Universal Television Group COE, said the company's upfront strategy for 2006 would make "Television 360" its main sales pitch, adding that every NBC program "has to have a broadband component," writes Ad Age (via MediaBuyerPlanner). "TV 360 is our entire approach to TV. Programming can be developed for linear applications, but every program has to have a broadband component or a mobile application," said Zucker at TV Week's upfront event. "We are going to the upfront in the next few weeks with that being our mantra."

"The franchise on NBC will all be about broadband and wireless applications. It's our entire approach to programming and our major selling point as we head into the upfront," he added.

NBC has started on its broadband and mobile quest by forming agreements with PayPal's mobile text-to-buy application and purchasing the women's website iVillage.