The Walls are Coming Down - NBC No Longer in TV
by Rob Paterson
I was sent this email from a client. It comes from John Wallace, NBC executive VP, television operations and production services (TOPS), the head of what was NBC TV - It’s our new reality - No matter how faulty the steps and the tools - one way broadcast TV is DEAD.
I’m extremely pleased to announce an exciting next step in our evolution as local content providers …we’re changing our name. As of today, our group will be known as the NBC Local Media Division. This is a much better reflection of who we are as an organization and a greater indication of the full scope of our capabilities.
Our stations already produce local content for a multitude of media platforms beyond our primary television channels. These include our diverse broadband offerings, like digphilly.com and yourLA.com; our multicast digital products; our growing presence in mobile distribution and multiple media platforms outside of the home. Our old name - the NBC Television Stations Division - just doesn’t do all of this justice.
Our stations are the core of what we do. They provide a platform in terms of our credibility, our service and our community connection. Re-branding our group is not about moving away from the traditional broadcast medium, but more about putting an equal value on all of the other mediums with which we are involved.
Our new name also sends an important message to the marketplace. Our clients are asking for integrated marketing solutions that incorporate television, broadband and other emerging platforms. That’s exactly what NBC Local Media offers. We can grow our clients’ businesses by delivering the power of GE and NBCU combined with local content, customized messaging and marketing solutions that engage consumers where they live, work and play.
This is an extremely exciting time to be a part of the NBC Local Media Division. Whether you’re an employee, a consumer of any of our products on any of our growing platforms, or an advertiser looking to reach your customers in new and different ways, NBC Local Media is the place to be.
As part of our focus on local media expansion, I’d also like to highlight two key leadership roles that we’re announcing today. Brian Buchwald has been named Senior Vice President, Local Digital Media and Multiplatform, and Mark French, Senior Vice President and General Manager of NBC Everywhere, a new unit focusing on our growing digital place-based network, available on numerous out of home media platforms. They will work closely with our stations to ensure the division’s continued expansion beyond the limits of the traditional television space.
In his new role, Brian will be responsible for developing new business models and enterprises with a focus on local video content that extend NBCU’s knowledge of local media to a broader geographic footprint. He will also explore alternative content production models, as well as new formats and channels for content distribution.
As General Manager of NBC Everywhere, Mark will focus on expanding our presence on alternative distribution platforms through content and advertising partnerships with a focus on our local markets. He will also work closely with NBCU’s sales and marketing groups to integrate place-based opportunities into their 360-degree offerings and with the NBC Agency and the local stations to program the various out of home channels.
