NBC Universal to launch all-ad site

Aug. 8, 2007 at 8:40 AM

NEW YORK, Aug. 8 (UPI) -- New York-based NBC Universal is planning to start an all-advertising Web site called Didja.com, Variety reported Wednesday.

The move is the latest in the media giant’s battle against YouTube and other viral video sites.

NBC Universal plans to use the weight of its top-rated USA cable network to start the Web site, which will offer a vast archive of TV spots, movie trailers and other "brand-related content," early next year.

The site’s name is a play on the phrase, "Did you see that?"

USA-Sci Fi Channel president Bonnie Hammer said the goal is to "become the go-to destination for on-demand advertising content."

"Didja.com is the logical next step in the changing dynamic between consumers and advertisers," Hammer said. "There's no doubt that commercials are major drivers of pop culture -- all you have to do is check out traffic on any video-sharing site. We want to own that watercooler conversation."

Chris McCumber, senior vice president of marketing and brand strategy for USA, added: "We know people like watching commercials. They just don't like being force-fed at the wrong time."

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