As the WGA strike continues, broadcast television becomes less important and online more important for midseason. NBC.com, like others, plans to hype its new slate of midseason programming to the max for ad dollars looking for a new home. The new slate of for mid-season: "Lipstick Jungle’s" Bonfire Magazine, in partnership with iVillage, will come to life online and engage users with a fully editorialized publication. Additionally, new and robust sites for the "Knight Rider" movie, "American Gladiators," "Celebrity Apprentice," "quarterlife" and "Baby Borrowers" will all launch in January. The announcements were made by Vivi Zigler, Executive Vice President, NBC Digital Entertainment.
"We are fortunate to have great mid-season programming that is a natural fit for a digital entertainment experience. Users will find a wealth of new content, interactive features and exclusive video to entertain them during the cold winter days."
The next chapter in the "Heroes" online mythology continues with "Heroes Evolution." Fans will discover new back-story and plot twists through the "Heroes" online and mobile micro-sites. The graphic novel continues in originals all winter long as well.
NBC.com will also stream many mid-season shows along with "libraried" collections of past episodes, providing fans a way to catch up with their favorite shows and sample new content. Original and enhanced features for "Medium," "Biggest Loser," "Scrubs" and "Days of Our Lives" also go live this month.
More digital content launching for midseason:
"American Gladiators" – Site launch with behind-the-scenes and not-seen-on-television footage and photos of the new gladiators and streaming episodes.
"Baby Borrowers" – Streaming episodes.
"Biggest Loser" – Exclusive and original scenes and confessional video footage from the losing team.
"Celebrity Apprentice" – Exclusive video of final thoughts from celebrities after they are eliminated, "Where Are They Now" updates from last season’s candidates and streaming episodes.
"Days of Our Lives" – "Ask the Hunk" feature goes live, giving fans the opportunity to communicate directly with their favorite daytime hunks.
"Knight Rider" – Interactive KITT car, exclusive photography and behind-the-scenes interviews.
"Medium" – "Making of ‘Medium’" featurettes and streaming episodes.
"quarterlife" – Streaming first six webisodes and full episodes beginning mid-February.
"Scrubs" – Streaming episodes and "Thousands of Questions for Bill Lawrence" feature.