• TV Week, Wednesday, June 3, 2009 9:30 AM

After seven seasons, NBC's "The Biggest Loser" is shaping up to be a model for programs whose product lines might outlive the shows that spawned them.

The series is still growing its alternative revenue streams beyond advertising. "Loser's" consumer-product lines, which include CDs, weight-loss plans, DVDs, workout equipment and now a Nintendo Wii video game, have garnered around $75 million in revenue, says NBC. There's also a partnership with home-shopping channel QVC, which brings winners of "Loser" on to promote goods.

In conceiving the show with Reveille, NBC wanted to create the 21st-century version of Weight Watchers. For instance, the program offers BiggestLoserClub.com, a subscription service that allows users to track their eating and exercise patterns online. Currently around 50,000 people have memberships. Kim Niemi, NBC Universal executive, says such additional cash-flow streams can help nudge a show to air and bring momentum to an [existing] program. "People look for those opportunities, but the creative has to drive it," she says.

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