NBC and Nissan Partner for 'Heroes'

Network Uses Cinema, iTunes and Airwaves for Fall Launch

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NEW YORK (AdAge.com) -- NBC Universal is making its fall drama "Heroes" available free at Apple iTunes as part of a marketing campaign behind the show.
The deal is part of a partnership between NBC, cinema advertiser National CineMedia and Nissan North America.

Clips on big screen
Starting Sept. 1, the show, along with trailers and behind-the-scenes footage, will be available free at iTunes (TV shows normally sell for $1.99). The drama is about people who find out they have special powers, such as being able to walk through fire. It comes from creator/writer Tim Kring, whose credits include NBC's "Crossing Jordan."

NBC is working with National CineMedia to showcase clips on the big screen and will hand out co-branded promotional cards to encourage moviegoers to download the show. NBC will also air spots to promote the free downloads and the partnership on air.

Million downloads a month
Nissan will also sponsor the show and make it available to viewers with limited commercial interruption. The deal was negotiated by Nissan's media agency, OMD, which handles planning and buying.

NBC began its partnership with Apple on Dec. 6 and now has 13 shows available at the music to video PC-based platform. Other programming includes NBC News segments and shows from Bravo and Sci-Fi. NBC programming has received around 1 million downloads a month, or around 7 million total, according to an NBC spokesman.
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