Underbelly site launches
Channel Nine has launched a dedicated website for Underbelly at www.underbellytv.com
Poised to become the network’s biggest website for one of its shows so far, it currently has a 3 minute trailer of the new crime drama.
In coming weeks the show will have behind the scenes footage, character profiles, “family trees” that show how the characters interconnect and interactivity for fans of the show.
Significantly, the site also has social networking capabilities, allowing Facebook, Digg It and Stumble Upon links.
During the 2008 launch, new boss David Gyngell made a point of saying Nine needed to better embrace social networking as a form of marketing. It contradicts a recent Seven ruling that blocked Facebook for its staff.
Good to see more online marketing of television by Nine. Foxtel also recently launched its first blog late last year.
Underbelly launches in February with media getting their first look at the show this Thursday.
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