Nieman Lab reporting:
Television networks are good at producing video for broadcast. They
haven’t always proven good at producing video for the web and mobile
devices. What works on a big screen at 6:30 p.m. isn’t the same as what
works on an iPhone.
NBC News is expanding its efforts in the original digital video arena
and trying to bridge that divide. “We wanted to build a site that
doesn’t feel like TV content chopped up for the web, but born for the
digital age,” said NBC News president Deborah Turness on a conference call on Tuesday.
The network relaunched its website
today with the goal of merging its television programming more fluidly
with digital production, while simultaneously creating content for a
digital-only audience. Design updates are meant to give the site a
cleaner, more elegant feel and encourage what NBCNews.com executive
editor Greg Gittrich called
“continuous consumption.” (It also looks like a site designed for small
screens first: It’s responsive, it features tablet-friendly large tap
targets, and it asks you to navigate via the increasingly ubiquitous hamburger button, even on desktop. Even though NBCNews.com is now separate from MSNBC.com,
you can detect some shared design DNA.) In addition, a new NBC app will
launch this week, running off the same API as the website, allowing for
what developers hope will be a more seamless user experience.