NBCU buys one-third of DriverTV

NBCU is paying about $6 million for a 35% stake in DriverTV, reports the WSJ (sub. req.) Car manufacturers pay DriverTV to produce three-minute promotional videos for prospective buyers researching new cars. “This is a more niche way to replicate the cable model we built in the online world,” says George Kliavkoff, NBCU’s chief digital officer. Also, NBCU “recently created a pet owners’ site with Procter & Gamble and is set to announce another deal within a month that it says would take it into another big advertising category,” reports the Journal. (Don’t get WSJ? More here on PaidContent.)