NBC Universal will use the Super Bowl broadcast this year to promote its cord-cutting TV Everywhere plan, which offers free streaming of programming on the network.
Starting at 12 p.m. ET on Feb. 1, NBC will offer 11 continuous hours of streaming, including the big game, the halftime show featuring Katy Perry, and a post-game airing of The Blacklist.
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Viewers can watch without having to log on and offer proof that they pay for the TV service through cable or a telecom. NBC will stream the Super Bowl to desktops and tablets via NBC Sports Live Extra, its live streaming service for sports. The deal doesn't include phones, though, since Verizon Wireless has the exclusive on that distribution.
During the programming, NBC will advertise TV Everywhere and explain how viewers can get it in the future.
NBC began live streaming its network shows last month under the TV Everywhere banner. Like HBO Go, the streaming was only available to viewers who could provide paid TV details (or snag someone else's information). Rival networks ABC and CBS also offer streaming services.
The network first live streamed the Super Bowl in 2010, drawing at most around 500,000 viewers, less than 1% of the game's total viewership. Since then, other networks that have aired the game, including Fox and CBS, have also streamed it. However, this is the first year the Halftime Show will be available for streaming.
In a bit of counter-programming, YouTube plans to air its own Halftime Show featuring stars on the network including Rhett and Link, Freddie Wong and EpicMealTime's Harley Morenstein.