NBC Signs Content Deals with Video Sites VMix and Break.com

In further evidence of NBC’s efforts to use video sharing sites to promote is traditional network programming, the media mammoth is teaming with online company VMix to air clips of “Heroes,” “30 Rock,” “My Name is Earl,” “Scrubs” and “Late Night with Conan O’Brien” on a dedicated Web site “channel.” NBC also signed a pact Wednesday with Break.com to produce an original online TV series.

The deal is the second such arrangement in recent weeks as NBC cut a promotional deal with Google-owned YouTube, which is currently amidst a $1 billion-plus lawsuit by Viacom Inc. for copyright infringement.

Content owners see Internet video and video sharing sites like VMix as a valuable means to promote its prime-time programming. However, as the Viacom case demonstrates, they are very reluctant to let site subscribers view their TV shows and movies without compensation.

NBC Universal took its efforts one step further by inking the Break.com deal. Break.com is a video site for men.

This represents the first time Break.com has joined with a major entertainment company to bring professionally produced content to its audience of 16 million unique monthly visitors. The ad-supported series offers brands an opportunity to sponsor original digital material that reaches a large audience of 15- to 35-year-old men.

The working title of the program is "Breakers," and it will feature beautiful women finding creative ways to break different objects. The series is set to launch in the second quarter of this year.

"This is a realization of our vision of combining the best in original user-generated content with top professionally produced material to create the most compelling entertainment experience for our audience," said Keith Richman, CEO of Break.com.

The availability of content through so many outlets also raises the stakes in the digital right management (DRM) game as content owners struggle to build strategies for protecting their video assets in an environment where they may be viewed multiple times in multiple formats.

“If you are going to have multiformat video for use on laptops/desktops, TVs, and portable devices, you may need to store multiple formats and deliver only the one that’s appropriate,” explained Tom Nolle, president of CIMI Corp.

Spending on DRM software and hardware to protect entertainment, commercial software, and other information will exceed $9 billion dollars over the next five years, says a new market research report from Insight Research Corp.

By the close of 2007, total worldwide spending on DRM will reach just over $1 billion, and by 2012 business spending is forecasted to grow to nearly $1.9 billion, according to the new research study.

Unlike some of its competitors, VMix is interested in more than just video clips. The firm inked a pact with Tribune’s interactive unit in January where it will provide tools the media giant’s dozens of Web sites including ones operated by the Los Angeles Times and Newsday.

Break.com www.break.com  

NBC Universal Corp. www.nbcumv.com  

Viacom Inc. www.viacom.com  

VXix www.vmix.com  

YouTube, Inc. www.youtube.com

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