NBC Entertainment Chairman Robert Greenblatt said Monday that he hopes to make the network a "Must See" phenomenon again. Referring to the network's onetime slogan for its Thursday night lineup of comedies plus the drama ER ("Must See TV"), Greenberg said that he wanted to present programs that would have the feel of events, something, he indicated, that has been accomplished with many non-scripted programs, particularly those that are aired live. He cited the upcoming musical series Smash , about the staging of a Broadway musical based on the career of Marilyn Monroe. " Smash is maybe the most adventurous show we do and may ultimately be the most narrow show we do," Greenblatt told the Television Critics Assn. tour in Beverly Hills on Monday. "It's hard to know where we're going to come out on the continuum here." Speaking of events, Greenblatt said that its talent competition series The Voice will launch its next season on February 5 following the Super Bowl. Asked about the difference between the NBC formerly controlled by GE and the NBC presently controlled by Comcast, Greenblatt noted that he did not work for the company during the reign of GE but got the sense that GE treated NBC "like it was a declining business and let's manage the decline and hope to get the best out of it." On the other hand, he said, Comcast seems genuinely committed to "take this venerable NBC institution and raise it back up."