Tearing a page out of the CBS playbook, NBC is selling the online extensions of its popular shows to advertisers, reports MediaWeek.

The network is creating online-exclusive content for returning shows like Heroes and The Office, as well as new shows like Bionic Woman and Lipstick Jungle. Games, webisodes and behind-the-scenes looks will be available for most of NBC's titles.

Visitors will be able to personalize their online experience with MyNBC, a recently launched community feature on the site. All new elements are geared toward making NBC's website more engaging and "sticky," a term used to describe a visitor's propensity to remain on a given website.