By Steve Kelly

Comcast-owned NBCUniversal unveiled parts of its new streaming service, Peacock,  promising investors a consumer-friendly advertising experience that would set it apart from its many competitors.

Unlike some of its entertainment rivals, NBCU plans to make its service mostly free to consumers, supporting it through advertising instead. Netflix and Disney, who are considered the two streaming titans to beat, are ad-free.

In order for Peacock to work, the ad experience needs to be built for digital TV, including:

Low ad load: While most TV shows have an ad load of roughly 15 minutes per hour, NBCU executives say that Peacock will have only 5 minutes.

Effective “frequency caps”: Peacock will cap the number of the same ad being aired at a given time so audiences aren’t inundated.

High-quality video: NBCU says it will use new patent-pending technology to ensure that all of the video is high-quality.

By the numbers: Along with debuting its ad strategy, NBCU also revealed its pricing plan. The service will have three pricing tiers:

Free: Ad-supported, with limited programming.

$4.99 a month: Ad-supported with current programming and favorites like “Friends” and “The Office.”

$9.99 a month: No ads with full programming, more than 600 movies and 400 TV series.

The streaming service will also debut six new scripted shows from creators including Mindy Kaling, Amy Poehler, Norman Lear and Will Forte. It will also be the only place to stream “Law & Order” and “Chicago Fire.”

Live news, sports and early viewing of the late-night shows will be available.