• by David Goetzl , May 16, 2006

In a move that could pique affiliates that are already upset about emerging distribution platforms, NBC will launch a Web site where new episodes will appear before they launch on the network airwaves.

NBC said Monday it will launch NBCFirstLook.com, which will offer premieres of up to four episodes of an NBC series each year.

Unlike Fox--which has a deal that allows affiliates to share in the revenue from shows available off the network via emerging media--NBC has no such deal, and has angered affiliates by distributing programs on iTunes and on NBC.com. Affiliates feel the alternate distribution threatens the traditional network-affiliate partnership.

Premieres--often eagerly anticipated high-ratings shows--on an NBC Web site could peel viewers and ad dollars away from affiliates.

NBCFirstLook.com is part of a new FirstLook online franchise within the NBC Universal Family. Cable networks--which don't face affiliate backlash, but some day could from MSOs--will have similar sites such as USAFirstLook.com and BravoFirstLook.com, with the same four premieres a year.

If NBC doesn't reach an agreement to share revenue from off-net distribution with affiliates, it's likely to continue to attempt to persuade them that the whenever-wherever strategy increases sampling, which leads to higher ratings for them. The network has maintained that iTunes distribution of "The Office" has spurred a better performance for the show on the network.

"Making our TV programs available on new platforms does not cannibalize our TV audience, but in fact has the ability to attract new viewers," Beth Comstock, NBC Universal's president of digital media and market development, recently told a gathering of local station executives. "'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."

The initiative is part of what NBC calls its "TV 360" strategy of building the off-net presence of shows. Other new aspects include DotComedy.com, a broadband site dedicated to comedy that will feature a range of shows from digital extensions of current hits such as "The Office" to classic hits such as "Coach" and "Leave It To Beaver" to viral videos from "Saturday Night Live."

The sites will be facilitated by a new media player employed by NBC Universal. NBCU says the new technology--which will be consistent across its family of sites, including new acquisition iVillage--will allow advertisers to run campaigns on its full portfolio.