NBCU drops Firebrand


NBC Universal has snuffed Firebrand, a website the company invested in that launched last year presenting TV commercials as entertainment.

Future funding has been cut off, according to a spokesman, though the website remained up Tuesday. Firebrand took a curated approach to Madison Ave., selecting flashy spots from blue-chip advertisers ranging from Coca-Cola to 24 Hour Fitness.

NBC Uni, as well as the Peacock Equity Fund, Microsoft and ION Television, which ran Firebrand as a late-night block, were behind the venture, which launched last October.