NBC Universal's Jeff Gaspin: Passion and Brand Vision Drive Success

It's not surprising that Jeff Gaspin, (NBC Universal's president of Cable and Digital Content) is partial to reality TV. The programming executive responsible for NBC's The Apprentice and Deal or No Deal, Bravo's Queer Eye for the Straight Guy, VH1's Behind the Music, and partially responsible for Bravo's Project Runway began his programming career with I Witness Video, an NBC special that captured top ratings in 1992 and was the forerunner of reality TV, user generated video clip shows, and docu-reality programming like Cops. "It was my first 'holy shit' moment," Gaspin exclaimed during our Upfront Week Lunch at Michael's, surrounded by industry notables including SNL creator Lorne Michaels, Universal Studios president Ron Meyer, Hallmark Channel's Henry Schleiff Sony's Steve Mosko, and Late Show bandleader Paul Shaffer.

"We packaged America's most dramatic home videos as a special, and went head on Sunday at 8 PM against the Winter Olympics, Fox' In Living Color, and America's Funniest Home Videos," Gaspin told me. "We pulled a 26 share in a time slot where NBC had been delivering a ten share. The next day I received a bottle of champagne from [NBC president] Bob Wright, [GE chairman] Jack Welch and [NBC News president] Michael Gartner. It's incredibly satisfying to hit one out of the park." (The series ran for two years, hosted by John Forsythe and Patrick Van Horn.

Jeff's other three 'out of the park' moments include the resurgence of VH1 around the Behind the Music series (which he developed), being invited back to NBC as Executive Vice President, Alternative Programming after having left several years earlier, and the astounding public response to Bravo's Queer Eye for the Straight Guy. Another "almost wow moment" was when NBC's made-for-TV movie 10.5, a remake of Earthquake tallied an eight rating to become 2004's top rated TV movie.

Today, Jeff is responsible for overseeing USA Network, Bravo, Sci Fi Channel, Sleuth, Chiller and Universal HD channels and digital content. He is also involved with NBCU's new partnership with News Corp. to launch a new website later this year that will feature NBC Universal and Fox programming. "You have to offer viewers alternatives," Jeff believes. "Our new site will be an entertainment portal and a destination for a variety of content." And at NBC.com he has overseen website innovations including full series episodes plus a richer experience for several programs. A synchronous director's commentary now accompanies Heroes episodes at NBC.com, allowing fans to watch the same episode again with new elements. "New network programs are being developed with added elements for broadband," he advises.

Jeff had joined NBC News as a financial planner after graduating from SUNY Binghamton (where he met his wife Karen) and receiving an MBA at New York University. Soon after joining NBC, Jeff entered an employee script writing contest developed by NBC programming legend Brandon Tartikoff, penning a script for Family Ties, and placing second among all entries. This captured the attention of NBC News president Michael Gartner and within six months, at the age of 28, Jeff was named acting chief financial officer for NBC News. Several months later, he was elevated to Vice President News Programming, where he developed I Witness News.

Jeff soon realized "news programming is incredibly demanding and unforgiving. You are under the gun 24/7 and you have a real public responsibility. You have to have a passion for it." Growing up in a small house in Queens, New York (Bayside High class of 1978) watching Land of the Lost, Lost in Space, The Brady Bunch, The Partridge Family, Room 222, Marcus Welby M.D., The Carol Burnett Show, All in the Family and The Mary Tyler Moore Show, Jeff's passion and goal was entertainment programming, but he was still "devastated" when NBC News reorganized in 1993 and suggested Jeff "look for a different job." He'd been at NBC for nine years "and had never worked anyplace else. It was a blow to my ego," he admits, "but I learned about corporate politics and it gave me an opportunity to recreate myself as a creative programming executive."

At MTV Networks, VH1's John Sykes was looking for an "out of the box" programming executive to create a new vision for the network, and he hired Jeff, whose first effort was the smash success Behind the Music. A young VH1 programming executive named Lauren Zalaznick was also developing Divas and Pop Up Videos for the network, which Jeff green lit. Ironically, Lauren became president of Bravo, where she and Jeff have collaborated on the launch of Project Runway and other series. Jeff also works closely with Bonnie Hammer, president of Sci Fi and USA Networks, which has become the highest rated cable network under their watch.

Jeff spent four years of "magical moments" at VH1 before being invited to rejoin NBC as VP Programming and Development, requiring a move to Los Angeles with Karen and their three children (now ages 14, 12 and 8). For Jeff, the move to LA was more than a career move; it reconnected him to the dreams of his grandfather, who as a young man aspired to move to Hollywood and become an actor. "He was a featured player for Paramount when the studio was in New York," Jeff recalls. "Under the stage name 'Bill Brent' he appeared in Marx Brothers' films and had bit roles in several others. But when Paramount moved to the West Coast, Jeff's grandmother wouldn't move and 'Bill Brent' opened a hat and western apparel shop in the old Madison Sq. Garden. He was the most influential man in my life and I'm carrying on his legacy," Jeff shares.

Jeff's oldest son is in his first year of high school and Jeff has mixed feeling about his interest in following his dad's footsteps into television and show business. "For my generation growing up in Queens, our parents wanted us to follow a career in medicine or law. They were the only two choices. I'm not discrediting higher education," he adds, "but choosing a major when you're in high school might not be the best decision."

Jeff has become a student of network programming strategies and acknowledges there are major changes that are uprooting traditional business models and executives. "More and more, broadcast networks are operating like top 10 cable networks," he believes. "Broadcasting has truly changed. Networks can't try to be broadcasters in the same ways they did 20 years ago. They need to find a fairly broad niche, can't try to be all things to all people, and have to be passionate about their direction and brand."

"I love this business and I'm glad I can do it every day," Jeff commented over our coffee. "I always loved television. I read every word of the TV Guide Fall preview issue each year. The business is changing every day, but this is a great place to be."

Lunch at Michael's is a registered trademark of Myers Publishing LLC