The NBC series Heroes which was renewed recently re-launched its Web site going full bore with interactive features that include an on-line novel that extends the characters and story lines, games, downloads, message boards, a Wiki, and a message board. The idea behind the Web site is to deepen fan experience which will extend beyond the airing of the program to the Internet and potentially onto mobile phone applications. In my last post I wrote about American Idol as an example of participatory culture. It seems to me, Heroes takes the notion of participatory culture a step further in this multi-platform approach. The Web site has something for just about any level of fan engagement: casual fans to those fans engaged in deep imaginary relationships with the characters. This is a new model of how traditional television networks attempt to extend their reach into the everyday lives of consumers of TV programming and to develop webs that link programs and characters to other aspects of everyday life. Technology provides the means to maintain a connection throughout the day, and technology provides the means to connect wherever the consumer may be. The potential here for interactivity and enriched viewer/fan experience is great, and the approach accommodates different kinds of fans and varying levels of fandom. It will be interesting to see how the program itself attempts to drive viewers to the Web and beyond.Monday, January 22, 2007
NBC’s “Heroes” has all the hallmarks of participatory culture
The NBC series Heroes which was renewed recently re-launched its Web site going full bore with interactive features that include an on-line novel that extends the characters and story lines, games, downloads, message boards, a Wiki, and a message board. The idea behind the Web site is to deepen fan experience which will extend beyond the airing of the program to the Internet and potentially onto mobile phone applications. In my last post I wrote about American Idol as an example of participatory culture. It seems to me, Heroes takes the notion of participatory culture a step further in this multi-platform approach. The Web site has something for just about any level of fan engagement: casual fans to those fans engaged in deep imaginary relationships with the characters. This is a new model of how traditional television networks attempt to extend their reach into the everyday lives of consumers of TV programming and to develop webs that link programs and characters to other aspects of everyday life. Technology provides the means to maintain a connection throughout the day, and technology provides the means to connect wherever the consumer may be. The potential here for interactivity and enriched viewer/fan experience is great, and the approach accommodates different kinds of fans and varying levels of fandom. It will be interesting to see how the program itself attempts to drive viewers to the Web and beyond.
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So far I have only seen parts of the new NBC series Heroes and it hasn't really sparked my interest to watch on a regular basis. I would imagine I am just too busy to devote the time to watching another show consistently when I already watch two or three shows regularly, Grey's Anatomy, Desperate Housewives, and Brothers and Sisters. I think if I gave Heroes another chance I would enjoy it but only tune in when I happen to be watching television around that time. It seems like a crazy phenomenon to have an on line novel where viewers can participate in the show on a more personal level, but from what I've seen of the show, I can understand why people become so involved in the characters and the different plots. There is something fascinating about these characters and the way they are unlike any other character on television right now. With the huge wave of reality television coming our way, it is nice to still be able to find characters that are dynamic and more concerned with improving the lives of others than solely focusing on themselves and how everything affects their lives. Heroes also emphasizes the intricate weaving of each of our lives into others' lives, not just on a day to day basis, but globally and over long periods of time. Also, because these characters are so unusual in each of their special abilities, I think this sparks the imagination of the viewer to expand on more story lines and possible ways that they could be portrayed on the show. With such a large pool of programs to choose from on television these days, I think that Heroes has a good chance of staying around for the long haul.
I personally don't watch Heroes, but I've used other networks webpages to look up different shows (specifically Survivor, Grey's Anatomy and Lost). The main reason I logged onto the website was in order to view shows that I had missed. It surprises me that networks offer complete shows off the internet because I think this accessibility would cause ratings to drop (unless an ulterior motive of visiting the website is their goal).
When I did visit the websites, I found myself looking around for about 20 minutes before I actually clicked to view the entire episode. Information about characters on the show, summaries of the season, what's coming next, and surveys or quizzes they offer keep the website very entertaining. For a person who works at night, I rely on these websites to watch the show that I missed as they are usually available 24 hours after the show's aired. If this wasn't offered, I'm sure I would have no intention of visiting the websites, although now that I've seen what they offer I slowly became dragged in.
Webpages are useful to viewers to find out what music was on the episode or what they missed. When an individual goes to find out this stuff out, a whole new spectrum of information is opened for them which creates a desire for them to continually visit the website again and again.
I just wanted to add a little P.S. onto my comment... I was watching Law and Order last night on the USA network and during the commercial break there was actually a commercial for one of their show's "Psych". But this commercial wasn't telling the times the show airs or what's coming up on the next episode, but it told the viewer about the shows website and what it has to offer: blogs, games and whatnot. I thought it was bizarre that USA was choosing to specifically advertise just for their website instead of the viewing of their show on TV. Not only are main cable channels creating these enhanced virtual worlds based of their tv shows, but other channels that don't have as high of a percentage of viewers are hopping on the virtual world bandwagon too.
I think these leaps television networks are making in utilizing technology and the internet to immerse fans in the worlds of these shows are astounding. I'm a big fan of Heroes, and I was disappointed that when 24 premiered, it conflicted with watching this show. However, I've been watching the latest episdoes online, so I'm grateful that NBC provides such an opportunity for fans who would otherwise miss this fine show.
Speaking of 24, FOX's official website for the program also provides a plethora of resources for fans of the show. Episode guides, character profiles, information on technology and groups mentioned in the show, webcasts with the cast and crew, and a huge, extensive message board can all be found on the website. I think it's amazing that no longer are TV shows just a distraction from our ordinary lives once a week; now, with the internet and multiple ways networks are getting us involved in these shows, programs such as 24, Heroes, Lost, and Grey's are actually becoming part of our lives.
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