TubeFilter, which tracks the “best scripted web series,” reports that NBC Universal Digital Studio will create a slate of new original web series to be produced with 60 Frames Entertainment.
NBC promises to bring the “most talented writers and producers in entertainment” in efforts to “create a much higher-quality production value than what is normally associated with digital production.” The Studio’s “innovative new business model” will bring advertisers and content producers together “from the start.”
This is significant news, folks, for two reasons. First, it’s signs that NBC continues to be the leading network for online evolution. Second, it’s a novel approach for online-video, but based on a model that has proven itself over time.
It won’t be pain free, but could change online video in meaningful ways. If NBC’s muscle can keep creators and advertisers in a room and force them to cooperate, then we may see something far more interesting than Hulu shows with interstitial forced ads. Products woven into plotlines, product placement… it’s not new, folks.
- Jack Paar, who hosted the Tonight Show before Johnny Carson, once described a sponsor’s underwear as “fitting so tight, it’s like being hugged by a midget.” The sponsor dropped.
- P&G created the Soap Opera to reach stay-at-home moms.
- Survivor’s “product integration” with brands like Target brought he show an additional $12 million per sponsor.
- Product placement dominates films- Jodie Foster recently showed us how obnoxious this could get with Progresso and Purell dominating “Nim’s Island” screen time and dialogue.
- Even Lonelygirl15 had a character that worked at Neutrogena, which wasn’t coincidental.
As much as a like product integration, I just want to be the next Ed McMahon. Anyone keeping a list of the products he’s pimped?