LX.TV, the lifestyle channel which we’ve covered on a few occasions, has found a new home at NBC. Acquired for an estimated $10 Million, according to Paid Content, LX will ostensibly produce “cultural and lifestyle programming” across the NBC’s local media platforms, but I think the deal might also represent something similar to the CBS’ acquisition of Wallstrip and Co. NBC needs the talent and know-how to convert their assets for the new media market, and who better to help them then the creators of a successful broadband channel with funny guest hosts like Mo Rocca….
LX.TV is a prime application of broadband video with a very narrow local niche,### in this case nightlife and lifestyle, but this same concept can be pushed in other areas of local interest. One of the benefits of a diffused television market is increased specialization; on the local level, that means the ability to shift resources from generic, national or headline coverage to a more thorough exploration of local issues. Bob Pittman, former CEO of AOL and investor in web content companies, considers local TV stations undervalued assets that aren’t threatened by internet-video. Though they may not be threatened, they will be forced to realign resources for audiences with an increased taste for hyper-specialization.
Mike Hudack, co-founder of Blip.tv, often speaks of an emerging middle class of television producers empowered by open distribution. Similarly, Jeff Jarvis has predicted/promoted the emergence of hyperlocal news. Brian Connley, creator of Alive in Baghdad (Tilzy.TV Page), envisions a future in which a larger body of middle-class producers will better explore issues of concern and consequence for America’s cities.
So what does this have to do with the sleek-stylings of a yuppie-culture broadband TV channel? LX.TV has developed a cost-effective system for developing high-quality compelling content about specific locations. NBC will incorporate this content and production system into its growing cross-platform network of on-demand content as it begins to shift its resources for a competitive advantage on a level playing field.
We expect many new applications of this cost-effective, consumer-friendly sleek production.