NBC Prez: Daytime is Primetime for Online Video
BOCA RATON, FLORIDA‚ÄĒIn a keynote presentation entitled ‚ÄúWhat Magazines Can Learn from TV‚ÄĚ at the American Magazine Conference here, Beth Comstock, NBC‚Äôs 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. ‚ÄúWe‚Äôre finding that workers are no longer taking cigarette breaks,‚ÄĚ Comstock said. ‚ÄúThey‚Äôre taking Internet breaks to catch up on the latest videos.‚ÄĚ
Long-form video, Comstock said, is rising alongside broadband Internet connections. ‚ÄúThere‚Äôs been an absolute explosion‚ÄĒ500 percent‚ÄĒin people streaming television episodes online.‚ÄĚ
This, in part, is why NBC partnered with rival News Corp. for today‚Äôs launch of hulu.com‚ÄĒan online video destination that favors length and quality over viral hits or NBC.com‚Äôs content targeted to fan communities for shows like Heroes.
Beyond video, Comstock said she is intrigued by the ‚Äúvirtual economies‚ÄĚ that have sprung up in social networking worlds like SecondLife. ‚ÄúThe fact is there is a real economy there,‚ÄĚ Comstock said. ‚ÄúPeople are spending real money on virtual assets.‚ÄĚ
Comstock said she hoped the potential for success of sites like Hulu would encourage collaboration among magazines and television companies.