Brief
NBC revives live musical format with “Sound of Music Live” under Bob Greenblatt
Bob Greenblatt’s strategy to bring back live musical specials began with Sound of Music Live, which attracted over 18 million viewers and set the stage for subsequent NBC events.
By Felo News Desk · Published
In December 2013 NBC aired "Sound of Music Live," a televised stage production that drew more than 18 million viewers, according to Variety. The broadcast was part of a broader strategy championed by NBC Entertainment head Bob Greenblatt, who took over after Comcast became the network’s majority shareholder in January 2011.
Greenblatt, a former Broadway producer, partnered with veteran live‑event producers Craig Zadan and Neil Meron to adapt the classic Rodgers and Hammerstein musical for a live TV audience. Carrie Underwood played Maria and Stephen Moyer portrayed Captain Von Trapp. The show was staged at Grumman Studios on Long Island and transmitted live on December 5, 2013. Within minutes of the opening, social‑media users—including Tina Fey and Cameron Diaz—were posting reactions, noting the novelty of a live musical on network television.
Greenblatt told Variety that the team had no prior experience producing a live musical and were unsure how to market it, but the network’s staff rallied around the project. He credited Zadan and Meron for selecting the title, believing it could attract both adults and children. The success of the broadcast exceeded internal expectations, which had projected at least 10 million viewers.
The strong ratings encouraged NBC to schedule four additional live musical events during Greenblatt’s tenure: "Peter Pan Live" (December 2, 2014), "The Wiz Live" (December 3, 2015), "Hairspray Live" (December 7, 2016), and "Jesus Christ Superstar Live in Concert" (April 1, 2018). A planned 2017 production of "Bye Bye Birdie" starring Jennifer Lopez was ultimately cancelled.
Greenblatt’s emphasis on live spectacles has been credited with helping revive NBC’s primetime lineup after years of declining viewership under General Electric ownership. The network’s live‑musical experiments have become a signature element of its programming strategy, positioning NBC as a destination for event television that can draw large, real‑time audiences.
Key facts
- NBC aired "Sound of Music Live" on December 5, 2013, drawing over 18 million viewers. (variety.com)
- Bob Greenblatt became head of NBC Entertainment after Comcast’s takeover in January 2011. (variety.com)
- The production starred Carrie Underwood as Maria and Stephen Moyer as Captain Von Trapp. (variety.com)
- NBC produced four additional live musical events between 2014 and 2018. (variety.com)
- A planned 2017 "Bye Bye Birdie" live musical starring Jennifer Lopez was cancelled. (variety.com)
Sources
- [1] variety.com — originally reported as “How NBC Brought Live Musicals Back to Television”
