NBC rolls out 6 new shows in bid to rescue ratings

By Paul Thomasch

NEW YORK, May 4 (Reuters) - In need of a fresh hit, NBC on Monday rolled out six new prime-time series for the upcoming television season, anchored by the lighthearted family drama "Parenthood," a remake of the popular 1989 hit film.

NBC Universal's flagship TV network, NBC, is counting on the lineup of four new dramas and two comedies to rescue its low-rated prime-time schedule. NBC regularly trails rivals CBS, Fox and ABC in the prime-time audience ratings that help determine where advertisers spend their money.

In addition to "Parenthood" -- produced by Ron Howard, who was also behind the big-screen version 20 years ago -- NBC unveiled two medical dramas, "Trauma" and "Mercy," as well as "Day One," set in the aftermath of a global catastrophe.

NBC took the wraps off its new shows two weeks before the other major networks, though it will not announce its precise schedule -- assigning time slots for its returning and new programs -- until May 19.

Once the four major networks announce their schedules, negotiations with advertisers will begin over roughly $9 billion worth of commercial time. This year, perhaps more than ever, the networks will be praying for breakout hits.

Because of the recession, ad dollars have dried up. That has created a headache for a TV business still trying to cope with the spread of digital video recorders, which allow viewers to fast-forward through commercials. Competition from iPods, video games and websites like Facebook hasn't helped.

Such is the competition for advertising dollars that CBS launched a national media campaign on Monday trumpeting its ratings in 2008-09, when it has been the only broadcast network to increase its prime-time audience.

At NBC Universal, executives have sought to downplay NBC's struggles and instead promote the successes of its cable networks, including Bravo, USA, CNBC, MSNBC and Oxygen.