NBC Universal announced plans to make making some of its news, entertainment and sports television programming available as widgets that users can personalise and add to blogs, web sites, wikis and social networking profiles.
NBC will be using content syndication and distribution tools from Clearspring Technologies.
The program will initially provide users with access to widgets with content from its "Dateline," "Hardball with Chris Matthews," and the "NBC Nightly News with Brian Williams" shows, NBC sports presentations and content from its iVillage.com unit. NBC said it will later boost personalisation options and increase the amount of content available as widgets — small single-purpose applications that can run on the web or on a desktop system.
"We want to create a fun, shared experience for our users and understand their needs as they interact with our content beyond our online properties," said Sab Kanaujia, vice president of digital product strategy and development at NBC Universal, in a statement.
"Changes in the behaviour of online users and innovation in technology has provided us with new opportunities to grow the reach for our content and brands online." Kanaujia added the Clearspring content syndication and distribution platform "provides a robust distribution and analytics solution for our widgets initiative".
The move is the latest by a television network to tap into the growing popularity of Web 2.0 technologies and social networking.