• by David Goetzl  @dgoetzl, April 21, 2006

Though local affiliates have expressed concern that the spread of network programming to new platforms may hurt their business, a top NBC executive Thursday made the case that the practice can work to their benefit.

Beth Comstock, NBC Universal's president of digital media and market development, told a gathering of local station executives that NBC's decision to make "The Office" available on iTunes has been a factor in higher ratings for the comedy, a benefit for both sides of the network-affiliate partnership.

"Making our TV programs available on new platforms does not cannibalize our TV audience, but in fact has the ability to attract new viewers," she said. "'The Office' has had its largest audiences on the NBC network since we made episodes available on iTunes. While you can't attribute it solely to iTunes, this enhanced exposure has certainly been good news for the network--and our affiliates."

Networks' moves to offer shows on iTunes and the Internet have upset affiliates who feel the networks may be developing a new revenue stream partly on their backs without compensating them. NBC this week announced plans to launch a joint venture with its affiliates to distribute streaming video called The National Broadband Company, though it was unclear how network shows from NBC might play a role.

Comstock made her comments during a keynote address to the Television Bureau of Advertising's annual marketing conference in New York, which this year focused on multiplatform opportunities for stations.

Comstock, who assumed her role in January and spearheaded NBCU's acquisition of iVillage, also offered stations a playbook for success as they bolster their online and other new platform offerings.

"In a time when it seems that every week brings a new announcement that is a challenge to the historic network-affiliate relationship, the 3 C's are your rock," she said. "Context, community, and content. These can be your competitive advantage."

In the "context" area, Comstock suggested stations not be afraid to provide content to consumers when and where they want it. Distribute news and information on Web sites and wireless devices to allow consumers to stay connected, she told station executives.

"How are you making yourself relevant in the context of your viewers' busy, matrixed lives?" she said.

Regarding community, Comstock said the Web is blossoming as a host to various communities, and stations, which have served as community hubs for years, are ideally positioned to transfer their loyal following to the Internet--even the sub-groups that are forming.

"People are hungry to engage," she said. "How can you create more opportunities to bring people together around different points of interest--as parents, as musicians, as whatever. The possibilities are limitless. I'd suggest this gives you a significant advantage as you morph into the digital age."

As for content, Comstock reiterated the mantra that stations can excel on the Web through video offerings. Users are increasingly hungry to consume video as broadband becomes more widespread, while video production is already a core competency of stations, she said.

"Your specialty is storytelling with video," she said. "And video is a growth market." Later, she said "as video moves to the Web, the power of video advertisements will move there as well."

Local video might be stations' differentiation point in the digital age, she said, though simply offering the same content on a different platform isn't sufficient. "It's not enough just to repurpose your television content onto digital platforms," she said. "The ultimate challenge is in developing good content that is right for the digital medium."