sorry to be jumping in late here, but a couple of websites (actually a few essays within these sites) I enjoy and think might make for interesting models to consider (for better or worse) are (forgive me if I repeat something someone else has already suggested. I am repeatedly denied access to your comments):

Jump Cut
http://www.ejumpcut.org/currentissue/SmallvilleFans/index.html

Screenpedia - Jeremy Butler's new site
http://www.screenpedia.org

Flow - not shameless self-promotion, I swear. This early piece by Henry Jenkins was actually something we wish we had done more of:
http://jot.communication.utexas.edu/flow/?issue=2004/09/20