• by Shankar Gupta , March 20, 2007

HOLLYWOOD, CA--Media companies are increasingly using social media and search to drive viewership of their movies and TV content, according to panelists at the OMMA conference on Monday.

Tim Farish, vice president of media for NBC Entertainment, said his company is using search and social media to drive word-of-mouth for shows like "Heroes."

"In the TV world, we've found that WOM is critical in the entertainment business. If people are talking about our shows, it has such an effect on ratings," Farish said.

"Our product is free for one specific hour a week," he says. "Not only do we need to invent interest, but we need to have that magical thing where someone's interested in watching at that exact time."