In a move that will No Doubt rile many traditional journalists who often see their job as providing information that their readers or viewers need to know about, producers of NBC's news magazine Dateline are seeking to determine what they want to know about. As reported by Advertising Age , Dateline personnel have been studying the behavior and postings of the show's fans on Facebook and other social networks. The results of that study, said the show's executive producer, David Corvo, will be turned "into a user-driven, user-created [promotional] campaign" aimed particularly at attracting younger viewers. Since, like CBS's 48 Hours, Dateline has effectively been turned into a true-detective crime series, fans are being encouraged to discuss clues scattered through each show. "There have been stories where we've had 1,000 comments [posted] during the show," said fellow Dateline exec producer Liz Cole.