NBC iPad App to Play Full Episodes

NBC's iPad app will undergo an update later today to broadcast full episodes replacing the model of only showing clips.  The app was released on July 21, 2011 but NBC wanted to analyze the different models before settling on offering full episodes similar to what apps from ABC and CBS currently offer. According to an exclusive story by Mashable:

"Starting Thursday evening, fans can watch all the content available on nbc.com on their NBC iPad app. That includes “pretty much everything” on the network, though the standard is to offer the five most recently aired shows, says Vivi Zigler, president of NBC Universal Digital Entertainment."

Apps have provided all media companies (newspapers, magazines, television, radio) a new medium to reach their audience.  NBC's baby steps toward providing full episodes is not surprising giving the trepidation many traditional media companies have exhibited in moving their content to the rapidly growing app platform.  In our view, apps are becoming a necessary medium for media companies and those who choose to buck the trend are doing so at their own peril. Pick It Up in the App Store:  NBC