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NBC Ups Online Profile, Access

16 Dec, 2014 By: Erik Gruenwedel

Network launches marketing campaign showcasing online access to current and catalog TV shows

NBC Dec. 16 bowed a marketing campaign across both broadcast and cable channels showcasing TV Everywhere access to current and classic TV shows.

The strategy is a departure from CBS and HBO, which have and will launch standalone subscription streaming services. NBC, which is owned by Comcast, wants viewers to stay tethered to the bundled channel pay-TV ecosystem.

Dubbed “NBC Classics,” the ad-supported site (www.nbc.com/classic-tv) is offering complete seasons from more than 20 shows, including “Airwolf” (1984), “ The A-Team” (1983), “Battlestar Galactica” (1979), “Knight Rider” (1982), “Kojak” (1973), “The Incredible Hulk” (1977), “Emergency!” (1972) and “Miami Vice” (1984), among others.

Notable former series includes “Mercy” (2009), starring “Orange Is the New Black” lead Taylor Schilling as one of three nurses dealing with patients and personal issues. The series, which co-starred Michele Trachtenberg and Jaime Lee Kirchner, lasted one season.

"NBCUniversal has some of the most iconic brands in TV, so it is only natural that as TV viewing evolves into digital platforms, we as a company continue to expand our strategy, creating broader TV Everywhere options for our consumers," Alison Moore, GM and EVP of TV Everywhere for NBCUniversal, said in a statement. "With the unyielding support of the company's vast portfolio of brands, this groundbreaking marketing campaign will heighten consumer awareness of the variety of ways viewers can watch both their beloved favorite shows and exciting new shows across multiple digital platforms right now and on their own time."

Separately, Comcast for the first time is giving Xfinity subscribers access to premium channels HBO Go and Showtime Anytime via Roku streaming devices. Authenticated Xfinity viewers now can stream episodes from “Game of Thrones,” “True Detective” or “Silicon Valley” on HBO GO or Showtime's “Ray Donovan,” “Masters of Sex” or “Penny Dreadful,” among others.

The No. 1 cabler is attempting to retain video subscribers by affording them ubiquitous access across myriad connected devices beyond the living room TV.

Interestingly, CBS Studios, which created “Penny Dreadful,” exclusively licensed the show’s European pay-TV rights to Netflix.

“Roku customers tell us they get more value out of their pay TV subscriptions when they have additional ways to watch through ‘TV Everywhere’ channels,” Steve Shannon, GM of content and services at Roku, wrote in a Dec. 16 blog.


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