NBC embracing digital on multiple fronts

In recent months it has become clear that large traditional media companies are embracing digital in new and creative ways.

NBC, for example, has popped up a couple times in the press, or we've observed through regular viewing, as taking advantage of new ways to engage young audiences.

This Mediapost story covers how NBC is using Mediaport Kiosks, an ATM style machine
that allows users to download music, to feature content around their news and late night line ups. Mediaport allows customers to create custom compilations which can be burned to CDs or downloaded to various digital devices.

 

“The partnership is an ideal way for us to reach digital-savvy 18- to-28-year-olds," said Frank Radice, an executive with the NBC Agency. "Media kiosks have a promising future and present an exciting new channel for us to reach and influence these target groups."

Further demonstrating their commitment to things digital, during the premieres of their Monday line up (Chuck, Heroes and Journeyman), they encouraged viewers to go online and chat live with the shows producers, directors, etc… Co-media usage, which used to be feared in TVLand as it implied a less engaged audience, is now being capitalized on to provide a richer brand experience to viewers.

Add in their use of Twitter to promote their new series Chuck , and it is clear that rather than viewing the digital world as a threat to their viewing audience, they are using these new channels to better distribute their brands and engage audiences.
 

Comments

[Ken Barber]

Isn't it amazing how long it took them to finally see the digital light? Media companies selling digital versions of their content is way overdue, of course. I am impressed with any TV company that sends its viewers online during the show to use features like chat. Have you seen this study that shows that 2/3 of web users are simultaneously watching TV?(http://www.emarketer.com/Article.aspx?id=1004533) Those young'uns - really good at multi-tasking.