Now the TV networks are courting the people who love being influential, especially the people who want to be see the first airing of any show and spread the word to their friends. If trying to come up with the most creative advertisement is risky, then trying to control someone who prides themselves on being ‘on top of things’ seem to be even riskier.

LA Times: TV Networks Pursue the ‘Super Fan’ by Meg James

Johnson gives new meaning to the term TV evangelist, and lately reaching people like her has become the Holy Grail of network executives. As the 2005-06 television season officially kicks off today, the six major networks have rolled out multipronged marketing campaigns to create the buzz that drives viewership. But this year more than ever before, those campaigns have been aimed at "super fans" — a chatty, peer-influencing group that networks believe can help them win the ratings wars. "They are the fuse that lights the firecracker, and really sets things on fire," said Lewis Goldstein, co-president of marketing for the WB network, which after two lousy seasons desperately needs to scare up a new hit.

Michael Benson of ABC seems to have a clue:

"If you do things right, you get higher ‘talk value,’ " said Michael Benson, ABC’s senior vice president for marketing. This season, he’s at it again: to hype "Commander in Chief," a new drama starring Geena Davis as the first woman president, ABC got the U.S. Treasury to OK the circulation of an undisclosed number of dollar bills with stickers of Davis’ face covering George Washington’s.

"It’s about creating something that you want to tell your friends about, and show your family members," Benson said, adding this caveat: "You’ve got to make sure it’s organic to the show, original and unexpected."