• by Wendy Davis  @wendyndavis, January 22, 2007

NBC today is extending "Heroes" online, with new original content, including commentary by cast members. The initiative is sponsored in part by Nissan, which has already received significant product placement in the show.

The new digital content, part of what NBC has termed "TV 360," will offer fans new levels of detail about the imaginary world of the show. For instance, NBC says it will give online viewers access to the fictional "Primatech Paper" phone system and "secret files," and the chance to "learn new truths about the characters." The TV 360 program also has a mobile component, including a wireless application protocol site.

Nissan, which previously sponsored a free iTunes download of the "Heroes" pilot episode, has heavily promoted the Versa on the show. In an episode last year, one of the main characters attempted to rent a Nissan Versa.

"Heroes" isn't NBC's first online venture sponsored by Nissan. In July, the car company forged a deal to serve as title sponsor of NBC's online-only series "Star Tomorrow," featuring bands competing for a record deal.

OMD is managing Nissan's media buy.