NBC’s Zucker Gets Expanded Role, Replaces Sassa

General Electric Co.’s NBC expanded the role of Entertainment President Jeff Zucker, who has improved the network’s ratings since taking over programming in December 2000.

NBC announced Wednesday that Zucker would take on responsibilities over syndication and studio production now handled by West Coast President Scott Sassa.

Sassa’s new role has yet to be determined, but NBC executives said he will be working on strategic initiatives. NBC Chief Executive Robert Wright said Sassa’s role would be ironed out over the next two weeks.

“Scott wanted to defer his next role” until after the network finished its critical May sweeps ratings period, which determines local advertising rates and the setting of the new fall prime-time schedule.

In an interview Wednesday, Wright and NBC President Andrew Lack said the changes were necessary to give one person authority over programming at the network.

“Jeff can speak in one voice on the West Coast,” said Lack, who oversees NBC Entertainment. He said clear authority and a singular vision was particularly important at a time when television economics are strained.

Zucker, 37, will keep his title at NBC Entertainment. In addition to overseeing NBC’s program lineup, he will be in charge of the network’s production studio and TV syndication unit. NBC’s ratings have risen 33% this TV season.

Wright and Lack dismissed speculation of a continued power struggle between them.

“We’re having our best year yet,” Wright said.

Added Lack: “We’re doing fine.”

Sources inside NBC said Sassa, 44, will be focusing on improving the performance of some new investments by the company, including ValueVision International Inc. and Paxson Communications Corp.

In the season starting in September, Zucker must prove he can maintain ratings growth by nurturing new hits and finding a replacement for “Friends,” which is expected to go off the air in May 2003, media buyers have said.

GE shares Wednesday fell 23 cents to $31.92 on the New York Stock Exchange. They have fallen 39% in the last year.

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Times wire services were used in compiling this report.