Hollywood Reporter: NBC harnesses social media to win viewers

NBC is looking to social media to help it rise from its bottom place among the big four U.S. television networks.

NBC on Thursday unveiled a new program called "Fan It" that will offer prizes to fans of its shows, and encourage them to earn points by using websites Twitter or Facebook to create online buzz for programs such as "The Office" and "Chuck."

The network's new twist on efforts by media companies to engage viewers on the Web comes as studies show that TV watching and Web surfing are increasingly going together.

Underlying the whole effort is NBC's desire to see participants get their friends and followers to click on NBC-related Web links, and ultimately watch more of the network's programs.

Fans can exchange their points for rewards such as access to early previews of new shows, NBC merchandise, discounts at the NBC store and the "virtual goods" that are a big part of the online experience on Websites like Facebook.

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