ITV Interview: Jonathan Dakss, Director of Interactive TV Product Development, NBC Universal

(...) NBC Universal Television CEO, Jeff Zucker, recently announced that there's going to be a large initiative within NBC, called TV360. It's effectively a way of saying to production companies, to studios, to advertisers, that we're no longer thinking just about what you see on your TV screen, when we think about a show. Everything is going to have a package associated with it, in which there will be a VOD component, a mobile component, and an online component. And it's going to become truly part of the DNA of how NBC programs its shows.