NBC Universal has announced plans to package and distribute a collection of health-related video content across a network of niche Web sites.
The new Digital Health Network will cull together health videos produced by the company's various networks, local stations and Web properties, which churn out nearly 100 such clips per week according to executives. NBCU plans to syndicate these clips --which range from conditions specific fare to general health segments --on sites such as Healthline.com, RightHealth.com and YourTotalHealth.com.
The network, which is being run by newly promoted general manager Mitzi Reaugh, enters a crowded space on the Web, albeit one increasingly coveted by health care and pharmaceutical advertisers. Just last month, IAC partnered with The HealthCentral Network to form an ad network claiming to reach 45 million unique users. And in the past several years, WebMd.com, About.com and the EverydayHealth network have each upped the amount of original health-related video content they produce on a regular basis.
However, NBCU chief digital officer George Kliavkoff sees an opening. "This sophisticated audience has been completely underserved and we believe that the NBC Digital Health Network will enable publishers to provide the information and integrated experience that users have long been looking for."