In a strategy change, NBC Universal is chucking its Digital Studio unit, tasked with creating original Web TV, and will instead shift online resources to support Comcast's TV Everywhere multiscreen strategy.

The unit is a mere three years old, but in the wake of the megamerger with Comcast, the new company is looking to leverage its Web presence as a distribution method for traditional broadcast content, Ad Age reports. Digital Studio, in contrast, creates new programming around specific advertisers. For instance, "In Gayle We Trust" is sponsored by American Family Insurance and features the comedic adventures of an insurance agent living in the suburbs.

In the planned shifting of online resources, the unit will shed about 11 jobs, and will let go Cameron Death, general manager of the unit. Sources told Ad Age that the wind-down will be gradual over the coming months, and the laid-off workers may be able to find new positions in other areas of the company.

"Going forward we plan to focus our digital efforts and investment on content that’s supportive of our on-air programs, providing our audience with additional content that further engages them in our shows," reads an NBC Universal statement to Ad Age. "We’re proud of the accomplishments of The Digital Studio. This decision is simply about a change in strategy."

Michelle Clancy | 07-07-2011