Comics convention is a good tool for TV, too

0 Comments | USA TODAY, July, 2008 | by Bill Keveney

Broadcast and cable networks also see Comic-Con's buzz value, both for raising interest in a new show, such as Fox's Fringe, or maintaining it for current hits, including ABC's Lost and NBC's Heroes.

At least one show from every broadcast network will have a panel, and many cable series will get a push as well.

NBC saw Comic-Con's power as a viral-marketing tool when it presented the Heroes pilot two years ago.

"It did a significant amount of our marketing for us just through word-of-mouth. We simply had to expose the show and let people talk about it," says NBC marketing chief John Miller. The convention has become "a huge press event as well."

This year, NBC plans to go beyond the convention's traditional fare, Miller says.

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