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NBC rolls out ‘TV 360′ for Heroes

Heroes is returning tonight, and NBC is bringing “TV 360″ to NBC.com with a bevy of new interactive features for the show. During the broadcast, viewers can log on to a two-screen application and participate in real-time. A character will give out access to a WAP (wireless) site. An ad on the site plugs the phone number for the fictional Primatech Paper Company, which viewers can call. And NBC.com will post a bunch of original video, such as cast commentary. “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,” said Jeff Gaspin, President NBCU Cable Entertainment, Digital Content and Cross Network Strategy. Release follows…

PRESS RELEASE — NBC today unveiled its extensive “TV 360″ realization for the breakout-hit “Heroes.” The digital extensions, which launch with the return of original episodes of the show on Monday, January 22nd, will include exclusive and original content made available on several alternative platforms, sponsored in part by Nissan.

The announcement was made by Jeff Gaspin, President NBC Universal Cable Entertainment, Digital Content and Cross Network Strategy.

“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,” said Gaspin. “‘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.”

Beginning on January 22nd, viewers will be invited to experience “Heroes” in a whole new way. As they investigate on-air clues and learn new truths about the characters, their involvement will lead them to new platforms, including interaction with unique mobile content; a WAP (Wireless Application Protocol) site that one of the characters gives them access to; a special “two screen” application which provides a real-time experience; access to the fictional Primatech Paper company’s phone system; and significantly increased original content on NBC.com including secret files, hidden sites and original commentary from cast members added to each streaming episode.

“This opportunity is the next step in continuing Nissan’s successful partnership with Heroes,” said Melissa Adams, Senior Manager of Media, Nissan North America. “‘Heroes’ has been key to helping Nissan establish its new entry compact car, Versa. Heroes 360 will only further enhance the awareness of Nissan’s innovative products.”

As the season of “Heroes” continues, the “Heroes 360″ extensions will evolve with new areas of exploration each week. OMD will be handling the media buying and implementation for Nissan.

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