Bravo gets it
If you're a fan of Project Runway (my wife is) or Top Chef (more my speed) on Bravo, you know about bravotv.com. It's promoted during just about every commercial break of their primetime shows. Between insightful and frequent blog postings and additional "never-seen-before" footage, the Bravo TV website is a must-visit for fans of their programming. Put simply, these guys "get it".
Capturing the attention of your intended audience is about being provocactive. Give them insight from other fans/employees/members/hobbits. Give them pictures, video. Give them a way to communicate, speak out. Give them a reason to come back… and they will.