Taking back distribution

In the spirit of "if you can't beat them, join them!" NBC Universal and News Corp announced this morning that they were launching a service later this year to allow Internet users to re-distribute their content.

There is a good summary of the announcement in the online version of the Wall Street Journal. It will be interesting to see how this unfolds especially given this quote:

"But instead of only trying to lure viewers to a new Web site, the companies also plan to spread their content around the Web."

This is a great example of using new distribution opportunities to create business benefit.