NBC Wants a Younger, Mobile News Audience Now

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Comcast Corp.’s (NASDAQ:CMCSA) NBCUniversal News Group announced that it’s taken a minority stake in NowThis News, a site dedicated to short-form videos with a strong presence in mobile and social media.

NowThis News and NBCUniversal News Group will work together to create short news videos for the site, according to a joint press release. The move will combine NBC’s name and experienced news operations with NowThis News’s unique approach to getting the news into the hands of the masses, and younger audiences in particular.

NowThis News works with a number of social media platforms, including Facebook (NASDAQ:FB), Instagram, Twitter (NYSE:TWTR), Vine, YouTube (NASDAQ:GOOG), and Snapchat. The news site also has an app for Apple’s (NASDAQ:AAPL) iOS and Google’s Android, “allowing viewers to seamlessly watch updates delivered to their pockets, wherever they are,” per the press release.

“We know that news consumption among younger audiences continues to grow, but in order to reach that audience, we need to continue to create video for the platforms they use most. NowThis News does exactly that — delivering relevant news stories for the mobile and social platforms that resonate with this audience,” said Patricia Fili-Krushel, chairman of NBCUniversal News Group, in a statement.

Any move that helps news networks reach younger audiences is good news in terms of ad dollars. “Our partnership with NowThis News is another example of our commitment to emerging platforms so that our advertising partners can increase their audience reach,” said Linda Yaccarino, president of advertising sales at NBCUniversal.

If the partnership is successful, it will benefit NBC’s parent company, Comcast, which has continuously seen its earnings boosted by NBCUniversal’s operations, as pay-TV is being slammed by online streaming services.

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