Bill Hartzer

Didja, New Online Destination and Social Networking Site by USA Network–But Where’s the Content?


USA Network, a division of NBC Universal, has announced their new first-ever independent digital media initiative– For some reason it appears that NBC Universal and the USA Network have forgotten to upload the site’s content. (See the end of this post for a screen capture.) offers a free online archive of current and “classic” television commercials, movie trailers, and other brand-related content.

Didja is also a social networking site–that tries to “reinvent the commercial viewing experience”, according to the USA Network. Through the site’s social networking application, Didja will encourage “users to rate, vote, comment, and interact with brands they love.” The site’s “mash-up toolkit” lets you create brand interpretations, tributes, and parodies. You can even customize your experience and receive targeted, relevant brand-related messages.

Advertisers are able to customize and be in charge of their brand experience. Content can be uploaded through an interface where advertisers have the option to enable social networking features and set timers to remove their uploaded content on a certain date. Customized brand pages allow advertisers to include additional product information and pre-sale tools like store locators, coupons, and incentives. The USA Network says that the site is secure and that it’s a “rights protected website” and “there is no unauthorized or pirated content”.

According to the USA Network, will “leverage the resources of the NBC Universal Entertainment assets through its multiple platforms of distribution.” Through the Universal Motion Picture Group, the Universal Television Group (including NBC), the USA Network, the SCI FI Channel, Bravo, CNBC, MSNBC and their related emerging networks, Universal Media Studios, NBCU Television Stations; NBCU Digital Media and iVillage, advertisers will be allowed to present their brands to an actively engaged audience, an online audience.

Didja will make certain content available through the NBCU video player. Variety is reporting that is looking for at least 10 advertisers to help contribute content to the site. will officially launch in early 2008.

The domain name was originally bought on February 4, 2004. Certainly NBC Universal/USA Network has had plenty of time to (at least) put up more than a simple “landing page” that’s full of Pay Per Click (PPC) advertisements?

I’ve provided a screen capture below of what you see when you go to, the day this was announced (August 8, 2007)?

Update: Links have been removed from this post. November 15, 2014.

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