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NBCU buys one-third of DriverTV

Posted by Cory Bergman on March 16, 2008

NBCU is paying about $6 million for a 35% stake in DriverTV, reports the WSJ (sub. req.) Car manufacturers pay DriverTV to produce three-minute promotional videos for prospective buyers researching new cars. “This is a more niche way to replicate the cable model we built in the online world,” says George Kliavkoff, NBCU’s chief digital officer. Also, NBCU “recently created a pet owners’ site with Procter & Gamble and is set to announce another deal within a month that it says would take it into another big advertising category,” reports the Journal. (Don’t get WSJ? More here on PaidContent.)

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Oh, lordy. The last thing I want if I go to a dealership is to have to watch more commercials! If I’m already there in person looking at cars, it’s either just for fun (i.e., leave me alone unless I come ask you a question) or else it’s because I’ve done all the research already and am looking at prices and such.