Why we shouldn't shovel TV programs online, ads and all

[Tags: onlinemedia]. That's the upshot of Poynter's piece on the NBC Nightly News program being put online without the TV commercials:

"For one thing, an online version of Nightly News can (and should) be a separate ad buy. For another, online offers the opportunity for behavioral and/or demographic targeting of advertising -- something not possible on network TV.

"For additional perspective on this, I also urge you to read media consultant Terry Heaton's latest essay (which is wonderfully insightful) on unbundling media content."