I do think that it's true that SNL is becoming a strong internet brand, but it's a bit of an oversimplification to say it's turning into an online-video platform. SNL has always been in "clip format" so adapting it to the web isn't really a stretch. Also keep in mind that this has been a learning process for NBC... since they initially pulled "Lazy Sunday" from YouTube, etc. and then tried to charge for it on iTunes.

In my opinion, this is a part of a greater shift in entertainment from channels/windows to brands. NBC doesn't just run 90 minutes of SNL within a programming block -- it's a legitimate standalone brand. Consider that SNL gained its highest ratings in years by using the SNL brand for an election special. Add in the Pepsi-sponsored MacGruber skits and you have another innovative use of the brand. You may very well be right though -- web-only series (or at least an extension of a skit) can't be too far off.

I have been impressed by what they've done to promote The Lonely Island album. I wonder how that relationship works with SNL/NBC since TLI existed before Andy Samberg joined the cast. The unveiling of "Jizz In My Pants" to "I'm On A Boat" to "Boombox" is pure genius.

I'm interested to see more on your piece about online/mobile TV. Definitely enjoy the blog!