NBC has launched a series of "TV 360" extensions for its primetime series, "Heroes" (note: TV 360 is a strategic initiative under which the broadcaster is supplementing many of its programs with an array of interactive and multiplatform elements--for more on the strategy, see [itvt]'s interview with NBC Universal's director of interactive TV product development, Jonathan Dakss, in Issue 6.71). The digital extensions, which launched January 22nd in association with the return of original episodes of the show, include original content on several non-traditional platforms, some of which is sponsored by auto manufacturer, Nissan. "This is particularly exciting because it's the most developed TV 360 application we've created for a scripted series, and the first to use this level of interactivity," Jeff Gaspin, president of content and cross-network strategy for NBC Universal Cable Entertainment, said in a prepared statement. "'Heroes' has proven itself a hit on-air and online, and these extensions of rich, original content will allow our audience unprecedented access to new levels of the show as they dig deeper."
Starting with the show's January 22nd episode, NBC has been inviting viewers to investigate a series of on-air clues that will allow them to learn new information about the show's various characters. Viewers who take up the show's challenge can conduct their investigations on a series of alternative platforms, including a special WAP site that one of the characters' alerts them to; a two-screen, broadcast-synchronized interactive TV application; a phone system purporting to be that of the show's Primatech Paper company; and, naturally, NBC's own Web site--where they can find "secret files," "hidden sites," and original commentary from cast members (added to streaming episodes of the show that the broadcaster is making available on the site). According to NBC, the "Heroes 360" extensions will evolve over the course of the series, adding "new areas of exploration" each week.
Originally Published: January 31, 2007 in [itvt] Issue 7.16 Part 3
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