NBC Universal and Omnicom Build Multiplatform Shows Around Sponsors

"This is the first time that programming with the distribution potential of NBC Universal will be centered from the start around advertisers."

- Matt Spiegel, OMG Digital CEO

Of the five major networks, NBC U has been most vocal about bringing advertisers into the process of creating its material. Nevertheless, all the major networks--and all cable networks--have adopted this approach to one extent or another.

in Mike Shields, "NBC: New Web Shows, Pact With Omnicom," Adweek, April 18, 2008.