Although not originally planned, NBC Universal joined the confederation of digital media companies participating in the two weeks of upfront presentations, known as “The Digital Content Newfront.” NBC joins Google, Yahoo, Hulu, Microsoft, AOL, and Digitas, and Ad Age reports that CBS is also rumored to participate.

Participation by a major broadcast network marks a key turning point, adding an air of legitimacy to the event for those who still doubt the necessity of the digital upfront. 

Several reasons seem to substantiate the thinking behind this year’s Newfront:

• The still relatively limited availability of premium video content
• The growing amount of original video programming now being produced
  by content creators and distributors
• The convergence of screens, as consumers view content where and when they want
• The fragmentation of television that is making supplementary video more compelling

It is said that NBC strategy is to be seen as a digital-media company, in addition to an owner of their broadcast and cable network. While some players from each side of digital and television continue to tout their competitive advantages as to which medium works better for advertisers, NBC is one of the first content networks to adopt the idea that both can and will work.  We agree.

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