• by Wayne Friedman , Staff Writer, August 2, 2007

TV networks now have a full-fledged consumer Internet marketing convention to get out the word on new TV shows, called Comic-Con.

The convention that began as a comic book event for regular fans is now a lot more. It's moved way past films and TV about comic book characters. First TV shows and films with any hint of sci-fi/mystery appeal made the cut. Now Comic-Con has taken on any TV or film entertainment with potential for crazy fan appeal.

New geek-themed shows such as NBC's comedy-drama "Chuck," and the CBS geek sitcom "The Big Bang Theory" had screenings at this year's event held last month in San Diego. Warner Bros., NBC Universal, and 20th Century Fox all have had big presences at Comic-Con.

Last year, NBC executives would tell you the successful launching of "Heroes" was instrumental because of Comic-Con.

But it wasn't until this past Television Critics Association meeting in Los Angeles that the war over TV information started getting tricky.

ABC wanted to give the news that actor Harold Perrineau was returning to "Lost" at Comic-Con instead of telling TV critics first. Critics groused that they should have first crack at the news - not some "fan" convention, as one critic called it. ABC gave in after a rebellious group of critics persisted, with a quick phone call to "Lost" executive producers.

TV marketing executives will tell you those fan sites and blogs are a much more efficient way of sending out exceptionally positive messages that zealously recruit converts to the cause of a new show.

Critics and TV writers are also in the blogging game. Yet for all the work professional writers do in this area, TV marketing executives don't think it's enough to launch a show; they believe that some key TV casting or plot news should not start with a group of pro TV writers.

What's the difference? Crazy fan bloggers aren't as objective -- on average -- in their copy as critics and/or journalists will be. (See the return of the cancelled CBS show "Jericho," if you need proof).

But, surprise: TV marketing and public relations executives aren't looking for impartiality, especially in this niche TV world where tiny swings in ratings can make or break a network show these days.

Whither the TV critics? More than a few are concerned their struggling newspapers could cut back on their TV coverage -- especially on sending critics to the pricey two-and-a-half-week TCA tour held in Los Angeles twice a year.

The battle lines are drawn. But TV networks only really care what brings in the biggest buzz to get the biggest buck. You can put that in writing.