NBC Plots Aggressive Live Programming Strategy

NBC in 2014 will air the first commercial spaceflight in a three-hour live special during "Today." In a partnership between parent NBC Universal and Virgin Galactic, the media giant will document Richard Branson and his children's journey into space.

The push comes as NBC's scripted shows have struggled.

Social media's ability to push instant tune in as well as the historically DVR-resistant nature of live events are leading NBC to employ an aggressive live-programming strategy over the coming year. "With so much [TV] now being watched on DVRs and through video-on-demand, the need for live telecasts is greater than ever," said Jennifer Salke, president, NBC Entertainment. "We must give a reason for viewers to feel like if they miss a live event, they will miss out on the conversation the next day."