SNL Soon to Get Digital Digs

We all know that sketch comedy and the internet go together like blogs and coffee table books…

So it’s about time the world’s most prominent sketch comedy brand begin to innovate with new media, instead of using it simply as an ancillary distribution tool.

NBC and Saturday Night Live executive producer Lorne Michaels are in talks to develop a new on-demand video Website that would feature an array of comedy clips built around the late-night franchise, according to sources.

The project is in an early stage of development, but it likely to include a mix of sketches from SNL’s archive, as well as dress rehearsals and original made-for-web series.

The web could represent the heyday for SNL – already, certain SNL Sketches, like Tina Fey’s Sarah Palin, get more play online than off

Insiders have compared the concept to Comedy Central’s dedicated site for The Daily Show, or the Will Farrel founded Funny or Die, and have raised concerns about monetizing the property.  But if SNL develops a strong digital footprint with an enduring online brand, they’ll build lasting value in the long-run.  As Michael Eisner notes, creators shouldn’t wait for advertisers.

Lorne Michaels, who helped produce Crackle’s The Line (our coverage) is clearly no stranger to the digital space and certainly recognizes its future value.

The SNL Digital home should capture the power of new media by combining its legendary talent with new tools to engage, and collaborate with, its most devoted fans.