In another step toward an Internet bypass strategy, NBC News Monday announced plans to begin streaming its flagship "NBC Nightly News" telecast in its entirety for on-demand viewing at 10 o'clock p.m.
Friday night via MSNBC.com, a news portal jointly owned by General Electric's NBC unit and Microsoft Corp.
"Nightly News" host Brian Williams' blog--found at dailynightly.msnbc.com--will be
featured alongside new and archived news shows, according to Angela Clark, MSNBC.com's deputy editor for creative media. "This is very much an experiment for us, but we intend on accompanying much of
the interactive content available along with the news," she said.
Clark said the availability of the "Nightly News" online in no way diminished the potency of the evening newscast when it airs in
consumers' local broadcast market. "This only lets us play to the strengths of the Internet, while continuing to make the most of television."
Ads aired with the "Nightly News" on television will
not transfer online. But in the future, agencies might be able to purchase ad space on both the TV broadcast and Webcast, an MSNBC.com spokeswoman said. "Online and offline buying will stay two
separate buys for a while, but we see that changing," the spokeswoman said.
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