What will Ben Silverman think of next for NBC?

Translation: "Without Breasts There Is No Paradise."

The popular Colombian telenovela is a story of a destitute young woman who sees bigger breasts as her salvation but after her augmentation becomes a prostitute involved with a drug dealer.

Silverman is on a mission to "bring sexy back" to the downtrodden peacock network. Two weeks into his administration, it's increasingly clear: This is not your daddy's NBC.

"It's Ben-B-C," said Howard T. Owens, who has worked for Silverman for nine years and is in line to become a partner of Reveille, the production company Silverman created that has produced such hits as ABC's "Ugly Betty" and NBC's "The Office."

Hollywood has been captivated by the sudden arrival of this charismatic 36-year-old party boy. The question for many is whether the corporate constraints of NBC will change the free-spirited Silverman or whether it will be Silverman who changes NBC.

"This will be either a spectacular success or a riveting failure," said one rival TV executive who asked not to be identified for fear of insulting Silverman. "There will be no middle ground."

After finishing three seasons in fourth place in the prime-time ratings and watching ad revenue fall by nearly $1 billion, NBC Universal Chief Executive Jeff Zucker decided Silverman was the tonic for his troubles. The stakes are high.

In his new role as CEO, Zucker must prove himself by turning around the network and increasing profit to NBC parent company General Electric Co. He liked Silverman's track record of buying rights to hit shows in foreign countries and modifying them to appeal to U.S. audiences. It worked with the BBC's "The Office" and with "Ugly Betty," another Colombian telenovela. Why should "Without Breasts" be any different?

"Ben brings a new way of doing business to NBC," Zucker said the day he hired him.

Silverman also brings a bigger-than-life Hollywood persona, a potential conflict of interest because of his financial interests in a program NBC will be competing against, and some new circadian rhythms.

For more than a decade, senior executives at NBC in Burbank have started their day with "the 9:30 meeting" to debate marketing plans or prime-time scheduling changes or simply to brainstorm. But Silverman, the self-proclaimed "Rock Star Chairman," isn't much of a morning guy and has shifted the meeting to 2:30 p.m. -- or later.