Tomorrow, Eleanor Baird will be providing an in-depth look at NBC's current repositioning of its online content, through its launch of the New Site venture in particular. I wanted to preface that earlier today by pointing toward what we've written about previously regarding New Site, as well as pointing out another new venture launched by NBC that has been getting some press lately.
That new venture is an online channel made up entirely of advertising, where the ads are not just something to support the content, but content themselves. Our partners over at Turner Broadcasting were trendsetters in this regard, with their channel focuses particularly on humorous commercials called Very Funny Ads.
The site, which was launched as a quick and nimble project from Turner, is an online extension of their TBS brand, which has been positioned to be focused around comedy. The site streams all sorts of commercials, promising chances to see funny new advertisements before they are officially launched as campaigns, among other features.
NBC's version is called Didja, set to launch at the beginning of 2008 and featuring a site in which viewers seek out advertising content more broadly. This will not be as tightly focused as the Turner version. A Variety story by Josef Adalian points out that there is a competing site already launched called adTV.
Adalian writes, "Didja will feature extensive social-networking features (so fans of, say, classic kiddie cereal commercials can geek out together), as well as a mash-up kit that will allow consumers to make their own tributes to brands. Advertisers will upload commercials to the site themselves via their ad agencies, with videos playing via NBC's copy-protected player." Here, there will be at least some room to play with brands, in a space where branded content is the only content.
Meanwhile, NBC Universal is getting prepared for the launch of New Site. This includes folding its online syndication network into the joint venture with News Corporation/Fox, as I wrote about last month. In my post about the formation of New Site back in May, I praised the use of "New Site" as an encouragement, at least, for the popular press to shy away from calling it the "YouTube Killer," or something of the sort which misinterprets what the site is doing in the first place.
For more of my early writing about the joint-network venture for cross-platform distribution of television shows through online video, see this post from March and this post from April, and look forward to Eleanor's pieces later today.