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To Network or Not to Network? November 29, 2006

Posted by David Card in Media.

NBC digital chief Beth Comstock tells AdAge that NBC doesn’t want to build an online portal. MTV is doing “hyper-programmed” vertical channels. Yahoo is rolling out a brand universe of solar systems of content around popular consumer brands like Nintendo’s Wii.

Apparently, the MTV channels will have their own URLs; it’s unclear whether they’ll be linked or otherwise connected — either back to other MTV properties or to each other. Viacom doesn’t have a general-purpose network, but NBC does, so it should appreciate the value of connecting branded properties via a visible network, even if it’s loosely. I betcha Yahoo gets it right.

Visible networks still work online (see Fig. 1), and they may be even more important in a world of deconstructed Websites (see Fig. 10).

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