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LOOKING FOR 'HEROES'? CHECK OUT THE FOOTBALL GAME

NBC Begins Marketing Push for Hot New Drama

NEW YORK (AdAge.com) -- NBC is preparing a marketing blitz to help give the second phase of "Heroes" a strong liftoff. The sci-fi-style series is taking a short break following its debut in September but will return to the network Jan. 22.

"Heroes" is the No. 1 new show among 18- to 49-year-olds and the No. 1 non-sports entertainment show among men 18-49. With a 6.7 rating/16 share and 8.7 million viewers, it's the No. 5 show on TV overall. The series' fall finale aired Dec. 4.

The show revolves around characters with special powers, such as a painter who can draw the future and a cheerleader who can't die. Naturally, they've been chosen to help save the world.

T-shirt giveaway
NBC's promotional efforts include a plan to give away 10,000 T-shirts at a Dallas Cowboys vs. Philadelphia Eagles football game televised by NBC on Christmas Day. Attendees who wear the T-shirt during the game and manage to get on TV will win $100. NBC's sports announcers will also be promoting the show.

A 13-minute catch-up episode centered on the characters and their special powers will be screened ahead of the series' return next month snd will be available for distribution to Netflix's 3 million subscribers, along with the pilot episode of NBC's upcoming drama about an Irish clan, titled "Black Donnellys." The show is scheduled to replace "Studio 60" in March.

"Fans are hungry for whatever they can get, but this one is for the people that have heard about it but not gotten into it," said John Miller, NBC Universal TV Group's chief marketing officer.

By Claire Atkinson Mailed 2007-02-13

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