NBCUniversal is "launching a new e-commerce platform based on content from its Golf Channel called 'Shop With Golf'" that will allow its audience to "interact with shows, personalities and players from Golf Channel as well as 30 brands including William Murray Golf and Venus Williams’ EleVen," according to Jon Lafayette of BROADCASTING & CABLE. NBCU plans to "expand this content based commerce platform across its portfolio of channels." NBCU worked with Bill Murray and his five brothers "on a video that introduces both William Murray Golf and Shop With Golf to viewers." NBCU hopes the content commerce space "will become a new incremental revenue source" and allow direct-to-consumer retailers to "interact with a new audience." NBCU's GolfPass subscribers "will get special discounts on Shop With Golf Brands" (BROADCASTINGCABLE.com, 3/28). NBCU Exec VP/Marketing & Advertising Creative Josh Feldman said that the company "doesn’t expect Shop With Golf to be profitable in its first year," but soon after that "it aims to generate revenue and profits in the seven figures." NBCU will "take a cut of revenue from products sold on its platforms" (WSJ.com, 3/28).
