NBC’s digital video syndication service, nbbc, has launched. Jointly funded by NBC Digital and NBC affiliates, it allows website owners to add video to their sites by embedding a customizable nbbc player. For content owners, it’s a syndication play. Both get a rev share of the advertising. “As we assessed the rapidly changing media environment, it became evident that NBC Universal and its affiliates are uniquely positioned to help all content companies unlock the value of their digital assets in a new way,” said Randy Falco, President and COO of NBCU’s Television Group. Participating partners, besides NBC affiliates who opted in, are Access Hollywood, Break.com, CSTV, About, SNL, Forbes.com, WashingtonPost, A&E and CNET, to name a few. And for local TV sites, it’s not just for NBC affiliates. “Nbbc welcomes all content licensors and web publishers,” reads the FAQ. It will be interesting to see how this plays out. (thanks, Rafat)
PRESS RELEASE — In an unprecedented move, NBC Universal and its broadcast affiliates will launch an independent business-to-business marketplace designed to aggregate, monetize and distribute both NBC Universal and third party video to tens of millions of unique users worldwide. Launched with the participation of over two-dozen media partners, the nbbc (National Broadband Company) connects content owners, website owners and advertisers to create a robust viewing experience across the web.
The announcement was made today by Randy Falco, President and Chief Operating Officer of the NBC Universal Television Group, and represents the third major joint venture between NBC and its affiliate group.
“As we assessed the rapidly changing media environment, it became evident that NBC Universal and its affiliates are uniquely positioned to help all content companies unlock the value of their digital assets in a new way,” said Falco. “nbbc allows both NBC Universal and our partners to create revenue by exposing their content to a larger audience than we each could achieve individually.”
A total solution for digital video syndication, nbbc allows content owners to earn new revenue through syndication and expose their brand to new viewers. Website owners earn incremental ad revenue with selected third party video programming, and advertisers reach an expansive audience across nbbc’s premium network.
Additionally, nbbc content partners maintain complete control over their video assets by selecting which participating sites can access their video. Website partners pick from a menu of video content to be made available in the framework of a cost-free and customizable video player. Participants receive a share of advertising revenue and web users enjoy a free, robust ad supported video experience.
“nbbc is unparalleled in today’s media marketplace in terms of scale, quality, revenue opportunity and ease of use,” said Jay Ireland, President of the NBC Universal Television Stations. “This is a radical departure from the traditional media mindset, because it liberates content and takes it outside of the walled garden. Our goal is to make our content, and that of our partners, available to as many people as possible and offer that audience to our valued advertisers.”
“Connecting our content with users wherever they are on the web and doing so in a way that is financially compelling is core to NBCU’s digital strategy,” said Beth Comstock, President, Digital Media and Market Development. “nbbc is an important step forward as it embraces audience behaviors on the internet and creates exciting opportunities for us to align with key partners.”
In addition to the digital assets of NBC Universal — including stations, sports, news, entertainment and iVillage — and NBC’s broadcast affiliate group, nbbc’s launch partners have a monthly reach of over 80 million unique users. They are: About.com, Access Hollywood, A&E® Network, The Artists Den, The Biography Channel®, Blastro, Break.com, CNET, a property of CNET Networks, Inc., CODE.TV, College Sports TV, Forbes.com, The History Channel®, The Horror Channel, HowStuffWorks, IGN Entertainment, IMF: The International Music Feed, ManiaTV.com, The Museum of Television & Radio, Newsgator, Sundance Channel, TurnHere, Inc., Vibe Media Group, Washingtonpost.Newsweek Interactive, and Ziff Davis.
“nbbc is another example of the solid partnership that exists between NBC Universal and its affiliates,” said Marci Burdick, Chairman of the NBC Affiliate Board. “As with News Channel and Weather Plus, our other joint ventures, the affiliates own equity in this business. We also benefit as both content and distribution partners. Affiliates are looking for ways to monetize their content while maintaining control and ownership. nbbc allows us to do that.”
Charter nbbc advertisers include Proctor & Gamble and JP Morgan Chase. “The nbbc gives us the best of both worlds through its broad distribution and breadth of content, while still associating our brands with premium media,” said Manning Field, Senior Vice President, Chase Card Services.
nbbc operations will be led by Mike Steib, general manager of strategic ventures for NBC Universal, and Brian Buchwald, general manager of nbbc, who co-founded the business in April 2006.