NBC Reaches Locally for Online Content

Yesterday we wrote about network-affiliated local television stations using their Web sites as distribution points for network content. NBC Universal has announced it will redesign all of its local station Web sites to handle multimedia content such as video and podcasts.

Each new site will feature a predominantly placed video player for news clips, as well as daily webcasts by station anchors. Each station will also create original health, entertainment, sports and consumer news content, and share it across the network.

They will also have access to NBC's programming, weather forecasts from NBC's digital weather service and downloadable coupons from Coupons Inc. Other local advertising will likely play a part, although little has been revealed.

The move gives NBC Universal better local penetration online, and each local station benefits from additional content and branding. We'll see how it works.