NBC Universal is planning to unveil a new Web site for syndicated entertainment newsmagazine “Access Hollywood” Jan. 7 at the Consumer Electronics Show. The redo is the latest indication of the weight Hollywood studios now place on the electronics extravaganza that kicks off the year in Las Vegas.
The new Web destination for the show will include more video on the home page, better navigation and a design that marries both blog and magazine features. The home page will feature two videos and improved video search tools. Videos will play directly on the home page so users don’t have to jump to a new page when they click on a video.
“Access Hollywood” hopes to capture more ad dollars with the facelift and also remain competitive in the entertainment news arena online. The show relaunched its Web site in May 2006, giving it a top-to-bottom makeover. But that redo became antiquated quickly with the profusion of Web video in the last two years. Online video will grow from $1.4 billion in ad spending in 2008 to $4.3 billion in 2011, according to eMarketer.
In November, Accesshollywood.com attracted 2 million unique users, up 120% from a year ago, according to measurement firm Omniture.
Video advertisers on AccessHollywood.com include Quaker, Macy’s and Maybelline. “Advertisers look at it as a more impactful way to reach an audience rather than just a banner or button. We are looking to increase the quantity and of course the high quality of our video offerings,” said Betsy Bergman, VP of marketing at NBC Universal Domestic Television Distribution.
“Access Hollywood’s” Web makeover occurs against an increasingly competitive backdrop. The always-on nature of the Internet has intensified consumer appetite for celebrity news. Web sites like PerezHilton.com, TMZ.com and Hollywood.tv jockey with each other daily in the race to be the first to report both the latest news and antics.