NBC Looking for Twitter Stars to Bolster O&O Content

By Andrew Gauthier 


Just when you thought local news’ obsession with Twitter couldn’t get any stronger, NBC Local Media has announced that it will be giving popular Twitterers in local markets access to its local media platforms.

NBC Local Media is set to launch a new program called “The 20” in which it will identify the 20 most influential Twitter users in a handful of major markets and incorporate their 140-character commentary into its local content. “The 20” will be featured on TV segments, local websites, and mobile products.

“In the age of social media, ‘voice’ is democratizing, with fresh new perspectives about important issues facing local communities. ‘The 20’ will connect these relevant new voices with NBC’s local broadcast and online audiences to facilitate discussion and debate, and help to shape local media coverage,” said Greg Scholl, President of NBC Local Integrated Media.

The roll-out of “The 20” will be similar to NBC’s gradual launch of city-focussed O&O websites such as nbcnewyork.com. NBC expects to unveil “The 20” in New York, Washington, D.C., and San Diego in January, and then to expand the program to other markets over 2011.