More On NBC U’s Plans

Just in time for some weekend reading, the second installment of the Diane Mermigas NBC U epic. “Interactive” is the word of the day with Jim Cramer’s hyper “Mad Money” on CNBC as Exhibit A. Mermigas says the “electronic give-and-take” (we’re talking phone calls and e-mails) “is being built into other live NBC News and sports coverage and will be a prominent feature of the next level of online streaming media and digital broadband cable. The company also is focused on transporting bits and pieces of its content, or providing select safeguarded downloading, on myriad digital broadband devices empowering consumers.”
NBC U Chairman Bob Wright says all producers are being asked “to think interactive” and to provide snippets for download: “We want producers producing with an eye toward using their content in a different manner.”

The economics? NBC U will take cash or “or comparably valued carriage of its product on other platforms.” No interest in swapping content for exposure on platforms that don’t ensure a payout.

NBC U Television Group President Randy Falco: “The digital consumer just wants snippets. They really only want highlights, and you have to understand that if you want to be successful in that world.”

Also in the article, an unidentified NBC U exec takes a slam at News Corp. while patting fellow NBC U execs on the back: “They deserve credit for being deliberate. There is a decided lack of money being made on these Web sites like the ones News Corp. is buying. NBC Universal is trying to find a way to translate those new-media eyeballs into real dollars.”

– NBC U is looking at the BBC’s online network initiative allowing legal downloads of a week’s programming.

– NBC U is trying to use alternate distribution to build interest in its faltering prime-time lineup.

Related: NBC U Pins Future On Being Platform Agnostic

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