NBC Affil Plans DigPhilly City Site

WCAU-TV, NBC’s owned and operated station in Philadelphia, is launching DigPhilly, a city site, reports today’s Wall Street Journal. The site isn’t yet up and running, but a teaser features buttons for “learn,” “do,” “share,” “find” and “shop.”

The Journal article, by Brooks Barnes and Emily Steel, reports that the site will host user-generated videos, and offer movie and restaurant reviews, job listings and personal ads. The authors quote WCAU GM Dennis Bianchi as saying that “The goal is to go hyper-local with our coverage, right down to the street-corner level.”

Philadelphia is already a highly fragmented market. Borrell Associates has noted that Philly.com, the Web site for The Philadelphia Inquirer and Daily News, leads the market, but has just 15 percent share  the lowest share among “leader” sites in the U.S.