NBC News often delivers seismic headlines and attention-grabbing special reports. Now it wants to offer something equally as compelling to Madison Avenue.
The NBCUniversal news operation is launching NBC News Custom Productions, an editorial unit devoted to finding ways to pair advertisers with a growing array of content options made for streaming-video outlets. “The worlds of TV and digital are converging,” says Chris Berend, executive vice president of digital for NBC News, in an interview. “We have been working really closely with [ad-sales] teams to develop more capabilities to deliver more value for advertisers, particularly around news.” NBC News’ launch of an editorial “studio” is the latest in a series of recent efforts by media
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