More Cowbell: SNL To Launch Video Site

The popularity of Tina Fey's Sarah Palin on SNL isn't just great for ratings, it's also dictating the show's digital strategy.

Broadcasting & Cable reported today that producer Lorne Michaels and NBC are developing an SNL video site featuring (most of) the shows best skits throughout its 34 seasons.

This is an obvious move for the ailing comedy show that's suddenly found itself relevant again--mostly thanks to the Alaska governor and vice presidential candidate.

Fifty one percent of viewers who saw at least one of the two Palin skits watched them online, according to AdAge. The numbers break down with 23 percent watching on YouTube, 12 percent on NBC.com, and 4 percent on Hulu, according to a report by Solutions Research Group.

"When something viral hits the social networks people clearly first go to YouTube to search and take it from there," Kaan Vite, an analyst for SRG, told AdAge. SNL is trying to lure them to its video site instead.

Features to keep fans poking around include "Top 10" lists from cast members of all time favorite skits and insight from guest stars about being on the show.

Skits that didn't make the cut will also be posted, according to head writer Seth Meyers. Did you ever see the episode where James Franco plays Howard Dean and Fred Armisen is Liberace and they're on a road trip together? Of course not; it didn't air. But pretty soon it will be available on the site.

Unfortunately that won't be until after the election. Will the momentum still be there for it to succeed? The Fey-Palin episodes were "designed to take advantage of intense interest in the 2008 election campaign," according to an NBC press release. The episode of Amy Poehler's Katie Couric interviewing Fey's Palin saw a 46 percent increase in ratings compared to the same number episode of the season before.

Another problem for an SNL video site is the limited use of music. The classic skit of Will Ferrell banging on a cowbell along to Blue Oyster Cult won't be there--it can't get the music rights clearance, a problem that will keep fans going back to YouTube instead.

The site is in early development and one of the many signs of growth in online television. YouTube announced today it finalized a deal with CBS to show old episodes of Star Trek and 90210, among other vintage television.
HBO is also said to be developing an online video site with clips and a few full episodes. NBC.com will have the season premier of 30 Rock for seven days before its Oct. 30 on-air date.

Universal Music Group is even developing a Hulu-like site for music videos. The only question remains, if this trend continues, what will happen to YouTube?

Andrea Chalupa