Wednesday, September 26, 2007


I want to refer to the last posting of NBC announcing they will make their shows available free of charge to be downloaded and used for one week before the download disintegrates (like the Mission Impossible opening tapes)

"NBC Universal said yesterday that it would soon permit consumers to download many of NBC’s most popular programs free to personal computers and other devices for one week immediately after their broadcasts"

The caveats are you can not skip the commercials and that after the first week you can buy the download so it becomes yours forever.

The learning to be shared here is there are often underling drivers to strategy aside from the obvious –in this case combating Apple’s iTunes dominance. I had dinner with a close friend who is a retired executive from the Nielson Rating Company, and after describing this announcement he smiled – the reason for the free one week “trial” period as NBC calls it is that Nielson now rates viewer ship in the digital media and all their ratings must be done in the first week after the TV spot is shown. So, NBC is not only combating iTunes route to market dominance in this space, they are also going after the 20 to 30 year old listeners for the Nielson rating which is gold to them.

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