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NBC Taps Spiderdance

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Spiderdance, a services firm that develops interactive TV programming, has partnered with NBC to create the interactive TV experience for "The Weakest Link."

Using its proprietary TruSync technology, Spiderdance plans to expand "The Weakest Link" fan base by encouraging home viewers to participate in real-time on-air challenges with host Anne Robinson. The effort began with Tuesday's broadcast and can be played at www.weakestlink.com.

Home viewers with an Internet-connected PC in proximity to their TVs are able to compete against the on-air contestants and fellow online players during the interactive TV experience. An online version of the game will also be available for "round-the-clock chat" and interaction with the "The Weakest Link" community.

Spiderdance's client rosters include NBC (General Electric), The WB (AOL Time Warner), The History Channel (A&E), Game Show Network (Sony), TBS Superstation (AOL Time Warner) and MTV (Viacom). Macromedia, Inc. and Sierra Ventures are equity investors in Spiderdance.