Comcast Play for NBC Universal Is a Bet on Future of Advertising
Advertising Age, November 13, 2009
By Brian Steinberg
Comcast is looking to take a 51 percent stake in NBC Universal, surely a sign of the durability of cable networks, since NBCU owns a bunch of top-tier ones. But it's also a calculated move to seize the reins in shaping future TV-viewer behavior and a bid to assume the lead in figuring out how to advertise to the new-media consumer.
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