NBC plans to cover the Saints-Packers NFL Kickoff game on Sept. 8 in a "Super Bowl-like manner, at least in terms of promotion," according to Bob Wolfley of the MILWAUKEE JOURNAL SENTINEL. Promotion of the season opener on various NBC programs and affiliated networks will start "even before the week of the game." From Sept. 7-9, Jay Leno will "mention the game or the start of the NFL season" in his "Tonight Show" monologues, while his correspondent Rove McManus "will do taped bits from Green Bay" that will air Sept. 8. NBC's "Late Night with Jimmy Fallon" will include "football bits and sketches" that week. In addition, NBC's Matt Lauer and Al Roker will be on-site at Lambeau Field "to report on kickoff festivities" for the "Today Show." Segments are to include "taped and live segments with Packers and Saints players." Also, "Weekend Today" and "Today with Kathie Lee and Hoda" will air NFL segments, and the Sept. 8 "Access Hollywood" will feature singer Faith Hill "recording and performing the 'Sunday Night Football' opener." Two nights before the game, "America's Got Talent" will "carry messages about the start of the season." Several other NBC and Comcast networks will have a presence in Green Bay, including CNBC, E! and Telemundo. Wolfley notes the coverage might be considered "a rehearsal for NBC's run-up to the presentation" of Super Bowl XLVI, which it will air on Feb. 5. NBCUniversal Television Group CMO John Miller said that "cross-promotions have been used before in advance of some sports events -- the Golf Channel rebranding, the NHL All-Star Game and Hockey Day in America." Miller: "Those instances really only scratched the surface of what we are doing for football and for the fall" (MILWAUKEE JOURNAL SENTINEL, 8/26).
