Jeff Zucker, president and CEO of NBC Universal, told paidContent that NBC’s TV station Web sites have transcended the TV medium to go local in a bigger way. That’s one of the reasons they’ve been rebranded for geo-qualifiers, rather than call letters. Goodbye WNBC.com. Hello NBCNY.com.

“We really changed the way people look at local television Web sites,” said Zucker. “We want to play in the entire New York or Chicago or Los Angeles or whatever city you want to call it online media space, and we can’t do that by just limiting ourselves to the call letters of our traditional analog TV station. It’s not a promo vehicle,” he added. “We’re trying to run a business.”