Apparently tired of YouTube receiving all the attention, NBC Universal Inc. is planning to approach online video in a new way: Instead of figuring out how to fit commercials into online video content, it's making the commercial the content.

The New York Times’ technology section gave a sneak peek at the yet-to-be launched didja.com, the new NBC Universal online video service slated for launch in early 2008 featuring both old and new TV commercials.

With viewers spending less time in front of the television as new media like the Internet and video games vie for their attention, old-line media companies like NBC are well aware of how important it is to hold on to their cozy relationships with advertisers and keep upstarts like YouTube from eating their lunch.

Cable station TBS, part of Time Warner's Turner Broadcasting unit, is already online with its Web site VeryFunnyAds.com, which features comic spots and international ads deemed "too sexy" for the U.S. And looking to beat NBC to the punch is Honeyshed, the brainchild of David Droga's Droga5 ad agency. "Celebrating the art of the sell," Honeyshed will have no traditional advertising; instead, its programming will revolve around content paid for and featuring the sponsors products.

Tech Confidential’s Convergence 2.0 conference will be taking an in-depth look at the new advertising and media business models that are reshaping the industry. —George White

See June 27 post on online video ad spending
See Tech Confidential's Special report on convergence
More on Convergence 2.0 conference