Facing fragmented audiences and a myriad media choices, marketers at broadcast networks are resorting to search marketing to entice viewers, writes AdAge. Though a little late to find the search party, several networks have now bought keywords from Google and Yahoo to direct online users their own websites to watch full-motion previews of the fall shows - an approach that the growing adoption of broadband internet access makes viable.

For example, a sponsored link on Google for Prison Break leads surfers to Fox.com/prisonbreak and a promotional site about the series, which launches today. The site is supported by advertising.

According to media agency Initiative, Prison Break was the top show for positive buzz among blogs and online discussion groups between May and July. The network also bought keyword "Reunion" to promote the series. Web surfers are directed to a site supported by Classmates.com.

George Schweitzer, president of CBS Marketing Group, said the network bought search terms to help promote specials last season, such as November's Category 6: Day of Destruction and May's Elvis. He says "not everyone is watching all of your spots. You must be out there in different platforms in different mediums. We're branching out."