NBC Adds 'MyNBC' Feature To Web Site To Promote Lineup

MySpace's success has motivated NBC. The network has unveiled a redesign of its NBC.com site, with a "MyNBC" feature as the most prominent addition.

The feature allows users to tag a favorite program and place it in a queue. The network then automatically updates it with related videos or other content as they become available. The goal is to entice consumers to return to the site frequently to check whether Webisodes or previews or other features have been added to their file.

NBC also promises to recommend content that an individual might enjoy, based on their "MyNBC" selections. For example, when "Friday Night Lights" is added to the queue, NBC suggests checking out the virtual online casino affiliated with drama hit "Las Vegas."

NBC becomes the third network to either toy with or employ a "My" moniker attached to its brand. Fox--part of News Corp., which operates MySpace and MyNetworkTV--has re-branded its 25 owned-and-operated stations with Ids, such as MyFoxNY and MyFoxLA. Last spring, when ABC announced it would stream hit shows on its Web site, it said it would brand the initiative as "MyABC," although the name was never used.



The redesigned NBC site--unveiled as the new season is rolling out--has a less cluttered feel than its predecessor.

A highlighted section labeled "24/7 Video" delineates appealing video from a range of shows available on-demand. Another displays Web exclusives, including a link to a wealth of video clips from the 31-year history of "Saturday Night Live," that houses a MySpace spoof.

The photo ushering visitors to the robust "SNL" page is from the "Lazy Sunday" skit, now famous for the heavy traffic it generated on YouTube.com. That skit is destined to go down in history as having a transformative effect on NBC. It galvanized the network to beef up its Web site and other online initiatives.

The new-look NBC.com home page includes a banner ad on top and a rectangular ad further down.

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