Shaq show site eyes long life

June 21, 2007 RDF, which is producing the unscripted format for ABC, has joined with the network, online health company Waterfront Media and series star Shaquille O'Neal to launch a substantial companion site, ShaqsFamilyChallenge.com, in advance of the series and which is expected to continue after it ends. RDF's strategy deviates from established practices in TV/online tie-ins, which typically dictate that a significant investment in a Web extension only comes after a TV franchise finds ratings traction -- a difficult task in the summer viewing season. Added Bruce Gersh, senior vp business development at ABC Entertainment: As we figure out different business models, this is another way to go.

Subscribe to the Hollywood Reporter and see the entertainment industry from its best angle: the inside looking out. Complete access to real-time news and exclusive analysis that goes behind the scenes from film to television, home video to digital media.

   Subscribe now.