NBC and its affiliates are maintaining a focus on new media usage and distribution despite slipping to third place in the ratings, reports MediaWeek.

The Futures Committee built by NBC and affiliate partners keeps all parties on the same page digitally. That includes a planned media player that will be rolled out to affiliates' websites come August.

However, affiliates are apparently unsure as to what role they're going to play in the NBCU/News Corp. "YouTube Killer" announced recently.