PSNS: New Online Deal: Cyworld & NBC's Alliance

[nassaunew]

Passions' ratings are bad, but these online ventures reap a lot of revenue and appeal especially to the 12-34 demographic. I think it's the real reason Passions has been renewed and probably will be next year.

CYWORLD USA AND NBC GIVE "PASSIONS" FANS A NEW WAY TO EXPERIENCE THEIR FAVORITE DAYTIME DRAMA

Published: December 20, 2006

Partnership Results in Exclusive Collection of Digital Items Inspired by the Popular Daytime Drama and Character Fancy Crane

BURBANK, CA and SAN FRANCISCO, CA - December 20, 2006) - Today, Cyworld USA, a leading social networking platform, and NBC announced the companies are entering into a unique online marketing and advertising partnership to reach their shared audience of young, tech-savvy females. The main component of the campaign will be the integration of a Cyworld.com personal "profile" page, also known as a Minihome, which will launch December 22 on the "Passions" website on NBC-dot-com (www.nbc.com/passions) and on Cyworld (www.cyworld.com). The partnership will also involve exclusive digital items developed by Cyworld and NBC representing the "Passions" theme and characters, available for members to purchase with Cyworld's "Acorn" currency in addition to a Fancy Club for Cyworld members to join. The revenue from this will be shared between NBC Universal and Cyworld.

As the #2 daytime drama among females 12-17, trailing only NBC's "Days of our Lives," the alliance with "Passions" enables Cyworld to reach an audience that aligns with its target demographic of young consumers who seek creative avenues for self-expression, and spend time online and using technology. "Passions" already has a proven history of pursuing innovative channels to reach viewers and fans, including its unique online campaigns Passions Vendetta, Red and Tabloid Truth, and the launch of its show inspired clothing line Crane Couture. The alliance with Cyworld will be the first time "Passions" and NBC Daytime has worked with a social network to attract current and potential viewers.

"This is an exciting partnership for Cyworld USA as we enter the entertainment realm and expand our digital item collection to offer members more choice for personalization and self-expression," said Cyworld USA Vice President of Marketing and Sales, Michael Streefland. "NBC is at the convergence of entertainment and technology, and given our common goal of innovation, together we can uniquely grow both brands and consumer engagement."

"'Passions' fans are devoted, tech-savvy consumers who crave unique ways to interact with their favorite characters," said Annamarie Kostura, Vice President, NBC Daytime. "Cyworld is a great partnership and unique way to continue NBC Daytime's push into the digital arena."

Passions Fans and Cyworld Members Connect Online

As part of the alliance, NBC Universal is creating a special section on the "Passions" site with a feature page that will profile the show's popular character Fancy Crane, portrayed by Emily Harper, who has her finger on the pulse of the latest trends and fashion. The page, called "Fancy's Room" will contain personal information about Fancy, similar to an interactive diary, and will feature:

A "Minihome" that showcases the look & feel of a personal Cyworld-dot-com personal profile page, complete with information provided by Fancy, including pictures, journal entries and sketches

A Fancy Crane Sweepstakes, where fans can sign up to win prizes, such as an album signed by Fancy or clothes from Fancy Crane's fashion label, Crane Couture, launched exclusively online at www.cranecouture.com. Each consumer that signs up will receive 50 "Acorns" to use for exploring the Cyworld-dot-com site and Shop filled with thousands of personalized digital items

Fancy's Phone featuring text messaging, camera phone photos, and messages from Fancy's friends

Fancy's Laptop with instant messages, photos and more of Fancy's life from her Cyworld Minihome

With seven years experience and more than 20 million members worldwide, Cyworld is a global leader in social networking with localized versions in China, Korea, Japan, Taiwan and now the U.S. Different from other social networking sites in the market, the site's innovative look, charm and engaging communication tools appeal to a youth culture ranging in age between 16-24-years-old who seek an authentic, safe destination for interaction and creative expression. Cyworld USA offers a free homepage where people can enjoy all the benefits of the service including picture editing, hosting and sharing, a sketchbook and more. To create a truly individual, self-expressive homepage, members can access thousands of digital items available for purchase.

About Cyworld

Cyworld is the premier online social networking platform for enhancing existing relationships with friends and family. Cyworld's innovative look, charm and engaging communication tools appeal to a youth culture looking for an authentic, safe destination for interaction and creative expression. Originally launched in 1999 in South Korea to great success, Cyworld is a world leader with recent launches in China, Japan and Taiwan and the U.S. Cyworld is owned by SK Communications, a subsidiary of SK Telecom, which is the number one provider of mobile telecommunications in Asia.

About Passions

"Passions" is the creation of celebrated daytime drama scribe James E. Reilly, who is considered by many industry insiders to be one of the most innovative and prolific writers of his time (TV Guide named him one of Television's Most Valuable Players, February 2001). "Passions" is produced by NBC Universal Television Studios in association with Outpost Farm Productions, Inc. and is taped in Studio City, CA. Lisa de Cazotte is the executive producer.

http://nbcumv.com/entertainment/release_de...dusaandnbc.html

[JER Soaps Fan]

Look at ALL that Fancy!

Dang.

Is it any wonder Sheridan's pissed?

Don't worry, Sher. After seeing this press release, I'm convinced: Fancy HAS let her power and fame go to her head. Your actions are justified.

[nassaunew]

^LOL

Here's the link:

http://www.nbc.com/Passions/Fancys_World/

[PhoenixRising05]

Awesome!!

I love me some Fancy

The show does well with stuff like this so I am glad they keep doing it. Whatever helps I guess.

I just wish they spent as much time on the show and stories as they did on these things and the show would rock year round.

[RionPassions]

Fancy, Fancy, Fancy, why is it always Fancy?!?! :angry:

[nassaunew]

^Because she's the new heroine

NBC is trying to increase or at least retain young female viewership. It's trying to cash in on the 'Paris Hilton' craze.

Check out the front page of Fancy's World:

http://www.nbc.com/Passions/Fancys_World/

[JER Soaps Fan]

Thanks for the link.

The net has put a LOT of effort into that site. I'm impressed!

Just looked at the photo book. Hate saying it but the Foah/Vegas adventures are bringing back my Foah fondness. What can I say? They were intriguing and had chemistry back then.

[JER Soaps Fan]

OH-MY -GOSH.

Check Fancy's e-mail. Noah wrote her.

Um, GET IT THROUGH YOUR HEAD, NOAH!!! Fancy does NOT want you.

Get over it you desperate PUNK.

Accept Paloma. You both sizzle.

[nassaunew]

LOL

Yeah, I used to really like Noah and Fancy together, especially in Las Vegas.

Notice how Fancy trashed Ivy's e-mail and asked Fox to take mother to lunch? lol

[23hunter]

How much tension do you think this is causing on the set? NBC clearly is saying that Fancy/Emily Harper is the new co-leading lady alongside Theresa/Lindsay Hartley. Fancy/Emily has been on the show for only 1.5 years.

I wonder how McKenzie Westmore feels? She was the co-leading lady for so long and then leaves on maternity leave and VOILA - replaced by another character and actress. I know McKenzie has said she really likes playing the new side to her character, but I wonder if she's a bit upset that her importance on the show has decreased. Kay/Heidi Mueller has more screentime and headlines her side of the story.

Maybe there's no tension, but I would not be surprised if there is

[JER Soaps Fan]

23hunter, when this news broke, I wondered the same thing-- but you were the one who had the guts to say it! I also have wondered if Fancy's rise to fame has caused life to imitate art, with M!cKenzie starting to hate and stare daggers at Emily!

[PhoenixRising05]

I don't think there is any tension.

MW seems to love her material and she is one of the nicest people from what I hear. When she returned, I remember her saying she liked the Luis/Fancy pairing because it was fresh and something new to the story.

Although who knows. We don't get many interviews with them and we aren't on set but I think everything is fine. I often wonder if GG and MW have some tension between them. I remember a interview a few years back where they both admitted there were times when they had a nasty fight or said something wrong. They haven't had love scene in years and have not even had a kissing scene that I can remember (fantasy or otherwise) since MW came back. GG has been really high on the Lucy pairing and Harper so I guess there could be some tension there come to think of it. I guess there could be tension with all three of them but that's all speculation.

I love Emily but she will never beat the divine Lindsey Hartley in my book

[R!ck]

Preach it Pheonix!

Passions is destined to keep their stronghold on 12-17, 18-24 and 18-34 demos

All three of their leading ladies are in their 20's

Lindsay Hartley (28), Emily Harper (28) and Heidi Mueller (25)

OMG I just looked up MacKenzie Westmore's age and she and Silvana Arias (Paloma) are the same age (29) WOW!

Of course PSNS will not get any acting nods, but do you guys think Hartley and Harper will pre-nom for Lead or Supporting?

[23hunter]

While she has been liking her new type of role and thinks Luis and Fancy is 'interesting', McKenzie has continued to be a steadfast Shuis supporter and has stated she does not like the romantic shift. It's why I mentioned tension; it's subtle in interviews, imo, so I imagine this latest development might annoy her.

Q&A

Soaps.com - late September 2006

Soaps.com

SOW - October 2006

FYI, there has been a fantasy kiss between Sheridan and Luis, but it happened as Sheridan's fantasy in Tabloid Truth:

http://www.nbc.com/Passions/tabloidtruth/c...chapter13.shtml

[23hunter]

Heidi's 24; yes, McKenzie is only 29 years old and a little younger than Silvana.

It surprises me that Lindsay does not automatically get the Lead pre-nom every year. I think she got it last year, but she missed it a few years in a row. I think Brook Kerr and McKenzie got it over her a few times. This year, the only two Lead actresses with somewhat meaty scenes have been Hartley and Harper, so maybe they will be chosen by their cast members. Hopefully, they get REAL DECENT material to work with next year so at least they have a real possibility of being selected by the 'big boys.'