NBCU 'NewFront' Aimed At Old Targets: Women, Media Buyers

Women took center stage during NBCUniversal’s digital content “NewFront” in New York Tuesday night, as the traditional media giant unveiled a slate of video-related initiatives aimed at female audiences, in addition to a new digital “think tank” focused on female trends and marketing to women across platforms.

In the first of the projects, Oxygen, NBCU’s channel targeted at women ages 18 to 34, is developing a new online and mobile destination for Web exclusives, behind-the-scenes videos and incentives that reward viewers of its TV programs. Called “Oxygen Connect,” the new platform will be positioned as the “second-screen” hub for the popular reality show “The Glee Project,” in which contestants compete for a role on the Fox network TV drama “Glee.” Throughout the season, Oxygen Connect users will be able to participate in a series of challenges that reward them with points that unlock behind-the-scenes videos and other exclusive content related to the show, such as live chats with “Glee Project” contestants.

More series will eventually be featured on the social TV platform, which requires users to sign up with their Facebook accounts and create a profile. It will eventually have a mobile and tablet app. For its female-skewing website, iVillage, NBCU also unveiled an original video series called “My Best Idea,” which is a combination of content curated by the site’s editors, mixed with tips delivered via video by iVillage users. That franchise debuts today. The last of NBCU’s new video initiatives aimed at women is “StyleCandy,” a partnership between its Style Media and DailyCandy properties that will produce original video content featured on both the Style Network on TV as well as social media platforms including Facebook, Twitter and Pinterest. The short-form videos will cover lifestyle, entertaining and fashion topics. ”Today’s audiences are multiscreen consumers, and ‘StyleCandy’ creates a seamless experience across TV and digital – something NBCUniversal is uniquely positioned to provide,” NBCU’s Nick Lehman, president of digital for entertainment, digital networks and integrated media, stated.

Incidentally, Lehman will be co-chair of the aforementioned female-focused advisory board, called Women@NBCU, alongside Lauren Zalaznick, chairman of NBCU’s entertainment and digital networks division. Its lengthy list of board members includes senior executives from such companies as Google, Universal Pictures, Gilt Groupe, MediaVest, Digitas and Neo@Ogilvy.

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