NBCSports.com Redesign Unites Live, On-Demand Video Content
NBC Sports Group’s digital department is poised to launch a redesign of NBCSports.com, as well as ProFootballTalk.com, on Sept. 7 with the site’s new look and usability putting video — specifically live and on-demand short-form content — at center stage.
The complete redesign is intended to bring together the entire NBC Sports Digital catalog — live-streaming portal NBC Sports Live Extra, long-form destination NBC SportsWorld, all SportsTalk sites — into one fluid and consistent experience.
The redesign is ultimately a reflection of a much larger mission at NBC Sports Digital.
“This is really the first step we are taking into a much different type of presentation and programming of our short-form videos,” says Troy Ewanchyna, VP/GM, NBCSports.com.
A key focus of the redesign effort was on an adaptable, responsive layout. Supported by thePlatform, NBC Sports Digital’s native-video-player partner, the new site adjusts to all screens, be it on desktop, tablet, or mobile device.
“From a product standpoint, the main thing we were looking at is screen diversity, which has really ratcheted up over the last couple of years,” says Jack Jackson, VP, product development, NBC Sports Group. “We wanted to build a design platform that’s optimized for all screens. Our general strategy [with our previous site] was, it’s an optimized screen; it’s not really a responsive design. It’s a design that was [originally] for a desktop; it was not a mobile-first design.”
NBC Sports Live Extra, which had previously existed sort of in its own online world, will now be significantly more integrated throughout NBCSports.com. The portal streams more than 2,000 live events per year, and, when it’s up and running, a “Watch Now” button will be prominent on the screen. There will also be easy access to a streaming schedule on the homepage.
The new design also looks to bring together live and short-form, on-demand video content for users in an effect to increase discoverability. In the same environment that one can use NBC Sports Live Extra, videos will be organized in curated categories: Storytelling, Trending, Highlights, and Original Programming, such as The Men in Blazers Show.
The site will also automatically recognize a user’s home market and drive users to the appropriate NBC Sports Regional Network site in the top navigation panel. Available there as well will be local NBA live streaming on NBC Sports Regional Networks, which are featured in the “Live” and “Upcoming” events on NBC Sports Live Extra.
As for ProFootballTalk.com, it’s undergoing its first redesign since 2009 with large homepage images and infinite scrolling through content. The site will also draw users’ attention to NFL-related video content, including a “Watch Live” button for streams of Sunday Night Football and Pro Football Talk on NBCSN.
Another NBC Sports Digital property, Rotoworld, will also have its robust player-news injected prominently throughout the site as NBC also places an emphasis on fantasy.