NBC Sports Group Makes Changes to GolfChannel.com | Adweek
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Golf Channel Tees Up Ad-Friendly Site

Revamped platform still in beta

Rory Mcllroy | Peter Macdiarmid

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NBCUniversal’s online golf destination, GolfChannel.com, is getting a much-needed overhaul, boosting its editorial and video content to provide fans a much more comprehensive user experience—including Facebook and Twitter tie-ins.

Completed to coincide with the 2011 U.S. Open, the redesign marks the first major digital rejiggering since the NBC Sports Group was restructured. (In the wake of February’s Comcast-NBCU merger, newly minted group president Mark Lazarus took on oversight of Golf Channel. Three months later, Lazarus was named chairman of NBC Sports Group, succeeding Dick Ebersol.)

While the site is still in beta—some video links lead to “404/page not found” placeholders—NBC Sports is prepping an in-house marketing push to draw golfers to the improved site. Teasers for it will begin airing on the cable network and by the end of the month, visitors to NBCSports.com’s golf page will automatically be redirected to GolfChannel.com.

The site now logs more than 1 million unique visitors each month, making it the top-rated site in a field that includes PGA.com and Golf.com.

The fully realized GolfChannel.com will be up and running before the 2011 British Open tees off on July 14. “By midsummer, we’ll have 6,000 minutes of clips from 250 shows ready for viewing online,” said Mike Lowe, senior director, business & strategy for GolfChannel.com. “We’ll also be consolidating all of our blogs into one tour blog, ‘Golf Talk Central.’”

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