NBC SEES ITSELF IN COMEBACK MODE.

Byline: David Kronke Television Critic

The love is back at NBC.

``I do feel we've brought the love back to the network this season,'' NBC Entertainment president Kevin Reilly declared on Wednesday at the Television Critics Association semiannual press tour.

After several seasons in the ratings wilderness, ``What I feel right now is confidence in the building,'' Reilly said. ``It's weirdly, shockingly beginning to be fun again.''

Thanks to breakout hit ``Heroes'' and the addition of ``Sunday Night Football,'' as well as critically acclaimed freshman series as ``30 Rock,'' ``Friday Night Lights'' and ``Studio 60 on the Sunset Strip,'' NBC isn't the critical punching bag it has been in seasons past.

``You can feel that; that counts for something,'' Reilly said. ``We get one more tent-

pole (series) for the season, we're going to end up tightening the gap. We're one more hit from turning around the momentum.''

Reilly said he believed higher ratings for, in particular, ``30 Rock'' were forthcoming, and that ``Friday Night Lights'' has been hurt not by a lack of quality but by a lousy time slot. ``It was unfair for the show; (8 p.m. Tuesday) was not the best spot for it,'' he said.

``Lights'' is now at 8 p.m. Wednesday, which Reilly acknowledges is still not an ideal location.

NBC is in a better position to deal with the ratings juggernaut that is ``American Idol'' this season, Reilly said.

``The last couple of years, we were completely back on our heels, and we didn't have the firepower to be on the offense, or even to be defensive,'' he said. ``We're more confident this spring. You've seen us collapse in spring past couple of years, but we now have real pockets of strength.''

`Idol' strategy

Newsmagazine ``Dateline'' will air opposite ``Idol'' on Tuesdays, with ``Deal or No Deal'' place-holding on Wednesdays. ``We'll be able to play through `Idol,' '' Reilly said. ``We've just left too many shows in its wake.''

The executive also backed away from last autumn's declaration that NBC would only air inexpensively produced reality and game shows in the 8 p.m. hour across its schedule in the 2007 season. Many interpreted the decision as signaling a retreat in the network's programming ambitions.

``That announcement about the 8 o'clock strategy, we probably positioned that wrong,'' Reilly conceded. ``I guarantee we'll have scripted comedy on Thursdays, and at least one scripted drama on 8 p.m. next season.''

A more-fun `Studio 60'

``Studio 60 on the Sunset Strip,'' touted early as the show that would reverse NBC's flagging fortunes, has instead faltered in the ratings. ``It's certainly been polarizing,'' Reilly allowed, but promised some changes.

``At its heart, it was supposed to be a romantic comedy,'' Reilly said. ``We've got a show that should be a lot of fun to watch -- let's write to that.''

Otherwise, Reilly said his intentions for the series is to ``leave it alone and see what happens. The show is too good not to give it the full season pickup (despite its ratings).''

Reilly also acknowledged that ``Heroes'' faces increased competition now that ``24'' is back on the air. ``It'll be a tough battle with `24,' but we're not going to blink on that,'' he said. ``We're not going to move it. I imagine they'll both end up taking a haircut.''

Reilly also announced that four shows have already been renewed for the 2007-08 season: ``Heroes,'' ``My Name Is Earl,'' ``The Office'' and ``Law & Order: Special Victims Unit.'' Game show ``Identity'' will return in the spring for seven more episodes, and the network will produce a version of the Australian improvisational comedy ``Thank God You're Here,'' hosted by David Alan Grier.

NBC also announced that the ``Today'' show will add a fourth hour in September.

David Kronke, [phone]

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