@ CTIA: NBCU Digital 2Go: WAP sites, Clips Channels Added To Premium Sevices

Updated: Within the last month NBC Universal launched two MediaFlo linear channels — the only provider with two — and VOD via MobiTV. Roughly two weeks ago NBC Universal announced one of its most significant mobile deal to date — full-length mobile VOD via MobiTV. Now the company hopes to use CTIA to shine a little light on its mobile strategy by grouping four aspects together as NBCU Digital 2Go. (Salil Dalvi, GM, wireless platforms, is the top exec dedicated to mobile.) Later today, NBCU will announce four new WAP sites — all carrier agnostic, the new sites are for NBC, NBC Sports, Bravo and USA. More will be announced within the next couple of months. WAP is being built out as a twofer, meant to be broadly available both on carriers and through on-air promotion. In the future, the sites also will be used to market d2c video, social networking and more.
The other three elements are:
— seven short-form clips channels. NBC News, NBC Entertainment, Bravo, Scifi, USA, Telemundo and Mun2.
— linear MediaFlo channels NBC2GO and NBC News 2Go.
— the VOD offering.
The goal is to create a portable experience without being completely carrier dependent. That will require a pretty strong commitment from the networks for text message call outs and other promotion.
Advertising: Not surprising, advertising is going to be very important to the overall mobile strategy, both in video and web.
— For those trying to figure out how this fits in with the recently announced NBCU-News Corp. JV, mobile is not included. That deal is online only.

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