NEW YORK (AP) — John Miller, the NBC executive behind the “Must See TV” campaign, will lead a new group marketing sports programming as part of the network’s merger with Comcast.
The NBC Sports Agency will work with advertisers and broadcast partners while promoting the combined sports properties of NBC and Comcast. It’s modeled after The NBC Agency, which Miller co-founded and led from 1999-2010.
NBC Sports chief Dick Ebersol calls Miller “one of the most legendary figures in television promotion and marketing.”
Earlier this month, the government cleared the way for Comcast, the country’s largest cable company, to take over NBC Universal, subject to conditions. Comcast owns 11 regional sports networks, The Golf Channel and Versus.
