NBC's research confirmed that video consumption spikes at mid-day due to office workers eating at their desks looking for a diversion. The Lunch Break Show was launched to fill this niche. Streaming at Noon in each time zone for 30 minutes, the show offered a programmed collection of short form sketches from NBCU's portfolio of brands. Users were entertained with a free, real-time IP broadcast while advertisers had exclusive access to a valuable captive audience.

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