NBC looks beyond TV for a revival

NBC, eager to improve its ratings and advertising sales, is counting on digital media as much as television for a comeback in the 2006-2007 season.

At this week's upfront presentation in New York City, NBC made it clear it's ready to sell commercial time on a variety of platforms. Jeff Zucker, chief executive at the NBC Universal Television Group, said that content will no longer be distributed solely to the TV screen. NBC has “put a ton of thought and a ton of effort into the digital world,” Zucker told marketers and advertising agency executives. “We want to be your digital partner.”

Among them are a broadband comedy channel (dotcomedy.com), offering computer users archives of shows like “Leave It to Beaver” and a chance to create their own content to podcasts; and an animated digital comic book based on characters and plot lines from “Heroes,” a drama series being scheduled for Monday nights.

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