NBC's DotComedy.com has tapped ad technology company HIRO Media to offer visitors free, ad-supported downloads of its comedy programming. The partnership was brokered by William Morris Digital.
The HIRO technology lets DotComedy.com monetize its free-to-download programs through the inclusion of protected ads that play in-show, as with a standard television broadcast.
While the programs
can be viewed when online or offline, the HIRO technology allows NBC to dynamically change the ads each time viewers watch the show.