Comcast is pulling the plug on a three-year-old original Web content unit of NBCUniversal, reports Andrew Hampp in Advertising Age. NBC Universal Digital Studio has been shuttered, the story reports.
The Digital Studio aimed to create branded entertainment such as the American Family Insurance-branded Web series "In Gayle We Trust," the story notes. NBC has assured it’s committed to a third season of "In Gayle We Trust," which was scheduled to start pre-production later this summer, the story notes.
"Original Web content remains a tough nut to crack for the broadcast networks," Hampp writes. ABC entered the arena with Stage 9, but shuttered the studio in 2009 after several projects failed to lure sponsors.
CBS debuted the original Web series "Around the World for Free" last summer, sponsored by American Airlines and AT&T, but the network has failed to introduce any other major original digital projects since March, when its interactive entertainment chief left, the story says.