The Buzz

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The Adventures of Seinfeld, Superman and "Sex and the City." After touching down online, Superman's latest drop-off point in the media universe is at Time Warner's TBS. The animated character will be part of a branded-entertainment show from American Express. The hybrid program/commercial known as a "Webisode" stars Superman and comedian Jerry Seinfeld. The long-form ad originally launched online March 29.

Titled "A Uniform Used to Mean Something," it is set in a diner and will air on TBS from June 15 to June 19, immediately after "Sex and the City." It will have TBS promotional backing, including on-air encouragement to stay tuned after the HBO comedy.

TBS will also air a sneak preview of a Webisode titled "Hindsight is 20/20" the week of June 20. The second installment appeared online May 20, as well as in the final episode of NBC's "Friends." TBS says the agreement to air the Seinfeld vignettes ties into its new comedy focus as the channel also airs "Seinfeld" episodes. While it's unclear how the deal between TBS and American Express is structured-as a program buy or an ad sale-the credit-card giant is not one of TBS's traditional advertisers, though it has been in the past.

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