NBC Universal has unveiled plans to allow bloggers and other site-runners to embed network programming into their content, reports PC Magazine.

NBC will allow bloggers to pull a widget code they can embed into their sites. This code can access NBC network programming and reflect it on the blogs.

The video widgets were initially tested with shows like Heroes but they now include news, sports and comedy shows.

The move draws the spotlight away from NBC.com and its affiliate sites, which the company previously tried to position as go-to destination for all NBC programming.

Competing network CBS has all but abandoned a similar strategy, having chosen to syndicate its own content on a host of online video sites.