'Heroes' grows Web power

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"Heroes" story lines are moving online.

The hit NBC series is relaunching its Web site today with new interactive features coinciding with a batch of new original episodes. The multiplatform strategy will deepen the "Heroes" mythos with additional content for Internet and mobile applications.

New add-ons include a real-time, two-screen application that plays out on the PC along with each episode, commentary from cast members set to streamed episodes, and mobile content.

" '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," said Jeff Gaspin, president of NBC Universal Cable Entertainment, Digital Content and Cross Network Strategy.

Nissan is sponsoring the "Heroes" multiplatform push, with media buying handled by OMD.
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