A quick word: this paper was submitted for the 2010 ICA conference in Singapore. In the paper I discuss recent experiments by media producers in utilizing interactive features of online technologies, particularly websites and virtual worlds, to distribute television content. This discussion focuses on four case studies: CBS’s Social Rooms, NBC’s Viewing Parties, SyFy’s Ghost Hunters Live, and Metanomics from Second Life. In the analysis I discuss what these experiments say about the current relationship between producer-audience, and what the success or failure of these experiments could mean for the future of online television distribution.
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