​NBCUniversal announced a new digital video initiative today that, if all goes well, will not only keep video content in-house but coveted ad dollars as well.

The new plan is to create original video series specifically for its digital platforms and VOD as well as sister sites like Hulu. Working to its advantage, NBC will be able to promote these digital projects using its own air as well as on those online platforms, VOD and its many cable networks. This strategy also allows NBC to sell the video content themselves, as opposed to going through a third party.

“The combination of digital video alongside television content is extremely powerful and becoming an increasingly important part of the connection advertisers make with consumers,” said Linda Yaccarino, president of advertising sales at NBC Universal, said in a statement.

The first four series on its slate include “Saturday Night Line,” an interactive show with the fans in the standby line for “SNL” featuring visits from cast members; “Heroes Reborn: Digital Series,” a prequel miniseries accompanying its TV comeback in 2015; “Tesla and Twain,” a comedic look at the real-life friendship; and “Last Single Girl,” billed as the story of a frustrated “single, over-educated and under-employed young woman.”

The trailer for “Saturday Night Line” is below:

Read more at Ad Age and Entertainment Weekly.

Brief Take: NBCUniversal is capitalizing on its digital assets like Hulu and digital-savvy talent to keep marketing and sales of video content in-house, expanding the value of its TV and digital brands together.

[Image courtesy of NBC]

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