Did ya’ hear about NBCU’s Didja?

NBC Universal’s USA Network will roll out “Didja” – an all-advertising website that hopes to be the YouTube of commercial content. The idea be the “go to destination for on-demand content,” so says Variety. USA will give the site a big push, with other NBCU properties pitching in later. The site will not feature NBCU content – but all sponsor-related video. “We know people like watching commercials,” USA’s Chris McCumber said. “They just don’t like being force-fed at the wrong time.” Didja will roll out after “New Site” – the NBCU/News Corp. joint venture that is designed to be a viral video site that combines user-created and branded content.