lose on the heels of marketers creating profile pages for their brand mascots, TV shows are giving fans a chance to engage deeply with characters. Social networking company Cyworld USA (us.cyworld.com) is pairing with the NBC network to create a profile page and other community features around a popular character on the daytime soap Passions. The effort is aimed at expanding the show's ties to its core audience of young female viewers.

The virtual section focusing on the show's Fancy Crane character will launch on the show's Web site. It will feature a page called �Fancy's Room,� that will include personal information about ... more