Recent declines in television viewership due to an increasingly fragmented mediascape have resulted in many television networks venturing online to establish websites devoted to programming as a means of developing relationships with select audience segments. Employing a uses and gratifications framework, this project explored differences in media-use motivations and connectedness to a favorite television show among visitors to corporate-controlled, official fansites and independent, social networking fansites to construct a profile of visitors to each type of site. The results of this study suggest that official fansites fail to attract the most motivated and engaged audience members; moreover, these findings imply that media managers should consider adapting both audience strategy and philosophy to keep pace with the rapidly changing new media environment.