NBC Digital Entertainment Launches Interactive Extension for Heroes

BURBANK, January 23: NBC launched a range of interactive
digital applications for its breakout hit Heroes yesterday, with exclusive and original content made available on
several platforms.

The launch of a “TV 360” treatment for Heroes,
sponsored in part by Nissan, coincided
with the return of new episodes of Heroes on Monday. Viewers will now be able to interact with the characters
on a variety of alternative platforms that
include mobile and a WAP site. They will also have access to a special
“two-screen” application, which provides real-time experience and access to the
fictional Primatech Paper company’s phone system. More content will also be
made available on NBC.com, including secret files, hidden sites and original
commentary from cast members added to each streaming episode. As the season of Heroes continues, the extensions will evolve each week.

"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, the president of
NBC Universal cable entertainment, digital content and cross network strategy.
"Heroes has proven itself a hit
on-air and online, and these extensions of rich, original content will allow
our unprecedented access to new levels of the show as they dig deeper."