• by Erik Sass  @eriksass1, January 4, 2008

After a flurry of deals to acquire or partner with place-based video networks in 2007, NBC Universal is leveraging its out-of-home reach with a new upfront presentation specifically devoted to the medium. The first of its kind, the out-of-home upfront presentation is scheduled for Jan. 16 in Studio 8H.

All three TV networks have been aggressively pursuing place-based distribution of their video content as a way to reach increasingly elusive consumers in "captive audience" situations. NBCU's deals cover a variety of different venues.

Earlier this year, NBC News partnered with Channel One, an in-school video network that delivers a 12-minute news broadcast. NBCU also struck a deal with Premier Retail Networks' "Supermarket Checkout TV," at more than 1,000 stores, and Clear Channel Taxi Media in New York City. Another deal is in the works to display NBCU content, including ads, on PATH commuter trains running between New York and New Jersey.

Meanwhile, CBS has also hurried to form similar partnerships covering multiple venues. In addition to its purchase of SignStorey, an in-store video network that has been rebranded the "CBS Outernet," it is providing content to Healium, a video network serving waiting rooms in doctors' offices, Gas Station TV and Ripple TV, a growing place-based video network targeting local advertisers.

CBS also struck content deals with American Airlines, Royal Caribbean, Starwood Hotels, Indoor Direct, Mall of America, and Simon Malls.