Hasta La Creative!

Will Carrie Underwood botch “My Favorite Things” during NBC’s live telecast of “Sound of Music” on Thursday? The Peacock Network hopes the suspense will drive viewers to tune in.

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.”

NBC next year 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 broadcaster also is beefing up its portfolio of awards shows.

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