• Advertising Age, Wednesday, August 12, 2009 10:59 PM

Even though the start of the third season of "Chuck" is several months away, NBC has launched a new Web site for the program -- separate from its more traditional site. NBC's ChuckMeOut experiment aims to discover how to keep goosing the interest of any program's hard-core fans throughout the year.

The line between watching a show on TV and keeping up with it online "is going to be blurred more and more and more," says Vivi Zigler, NBC Universal executive. The new site reaches out to other fan sites and features videos from appearances at the recent TCA tour and Comic-Con. But even with a devoted fan base, it remains to be seen whether NBC can interest 'Chuck' die-hards for half a year or more online.

Greg Smith, COO of Neo@Ogilvy, says only a certain type of advertiser is likely to buy space on the site. "We certainly recognize the value of it, but unless we're doing a special promotion with the show, the site is very limited because the audiences tend to be so small," he says.

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