NBCUniversal Celebrates New Digital Efforts

At a New York event before ad buyers, the company launches new initiatives including 24/7 competition show, "The Million Second Quiz."

At a presentation before advertising executives Wednesday in New York, NBCUniversal will be showing off shiny new digital initiatives.

NBCU is calling the presentation, “Digital.Amplified," and touting the ways that Madison Avenue execs representing corporate brands can buy into "multi-platform, cross-property marketing opportunities."

In addition, the Comcast subsidiary is also launching two new digital production studios -- one for its CNBC cable channel and another for its morning TV show Today. Both will be working on developing exclusive digital-only content.

At the Wednesday event, to be held at the Skylight Modern club in midtown Manhattan and DJ'd by Questlove from the Roots, NBCU executives will describe the digital efforts around the competition show, The Million Second Quiz. According to the company, viewers will be able to tune into a 24/7 live stream, play along at home through digital platforms in real time, and sync to the live primetime broadcast.

"The show will be the first fully convergent television experience," hypes a press release.

More digital initiatives from NBCU to be announced at tonight's event include:

  • E! Entertainment's The Wanted Life: Watch with The Wanted, which will facilitate for fans an interactive conversation with members of the pop band The Wanted, soon to be subject of a reality series;
  • Telemundo's partnering with zeebox, a social TV platform;
  • Fandango's "Family Room," an online hub offering movie recommendations and articles geared towards family moviegoing; and
  • DailyCandy's Fashion+Film: 2013, which will include audience-selected awards and curated screenings of short- and long-form films and video.

Digital.Amplified comes just ahead of a series of events over the next couple of weeks from digital outlets including Yahoo, Google and Hulu. Between broadcast and cable network Upfronts and now digital companies' Newfronts, it's fair to say that ad buyers have never been more busy in the months of April and May, nor more popular, nor with more choices.

At NBCU's presentation, executives will be throwing out buzzwords like "digital activations" and "platform agnosticism" and pointing to the ways that its divisions are going beyond the four corners of the television screen. For example, the Golf Channel is launching a mobile app that will give its viewers instructional expertise; Syfy is taking some of its Fandemonium fans to a Google+ Hangout; Oxygen Media is getting on board social blogging platform Tumblr; and USA Network is expanding its second screen offerings.

Lauren Zalaznick, executive vp at NBCUniversal's newly formed Media Innovation & Cross Company Initiatives Group, said in a statement, “We value each network’s own multi-platform connection to its audience, and also realize that it is essential to explore comprehensive digital content across the entire portfolio for our marketing and advertising partners.”

Twitter: @eriqgardner