NBC Prez: Daytime is Primetime for Online Video
BOCA RATON, FLORIDAâIn a keynote presentation entitled âWhat Magazines Can Learn from TVâ at the American Magazine Conference here, Beth Comstock, NBCâs president of integrated media, said that in terms of online video consumption, daytime is the new primetime, and digital content producers must embrace change in media consumption habits to survive.
Citing NBC research, Comstock said 72 percent of Internet users have streamed video at least once a month in the last year. âWeâre finding that workers are no longer taking cigarette breaks,â Comstock said. âTheyâre taking Internet breaks to catch up on the latest videos.â
Long-form video, Comstock said, is rising alongside broadband Internet connections. âThereâs been an absolute explosionâ500 percentâin people streaming television episodes online.â
This, in part, is why NBC partnered with rival News Corp. for todayâs launch of hulu.comâan online video destination that favors length and quality over viral hits or NBC.comâs content targeted to fan communities for shows like Heroes.
Beyond video, Comstock said she is intrigued by the âvirtual economiesâ that have sprung up in social networking worlds like SecondLife. âThe fact is there is a real economy there,â Comstock said. âPeople are spending real money on virtual assets.â
Comstock said she hoped the potential for success of sites like Hulu would encourage collaboration among magazines and television companies.
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