NBC will launch NBCFirstLook.com, which will premiere up to four episodes of an NBC series each year, likely rankling affiliate stations already unhappy with new distribution platforms, writes MediaPost. Unlike Fox, NBC doesn't share with affiliates the revenue generated from emerging channels such as iTunes. NBCFirstLook.com is part of a new online strategy for NBC Universal, including cable networks, which will have parallel sites, such as USAFirstLook.com and BravoFirstLook.com.

All the sites will use a new media player consistently across the NBCU family of sites, including recent acquisition iVillage, and will allow advertisers to run campaigns on the full portfolio of sites.

"Making our TV programs available on new platforms does not cannibalize our TV audience, but in fact has the ability to attract new viewers," Beth Comstock, NBC Universal's president of digital media and market development, recently told local station executives. "'The Office' has had its largest audiences on the NBC network since we made episodes available on iTunes."