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Why ABC’s ‘Lost’ Is the Future of Online Media

ABC’s “Lost” has done more than any other media before it to enable interaction around a brand on multiple platforms. It is the first truly pan-media experience, and that holds lessons for content producers everywhere.
“Lost” is everywhere. It’s a television show that was born in a traditional analog world but came of age in a digital world where the very idea of “television” is giving way to the idea of ubiquitous, platform-agnostic video.

But the show’s presence extends beyond just video. Viewers interact with the brand on multiple platforms. There are Web sites devoted to translating the whispers heard on the show. People track the literary works mentioned. ABC has even created fake Web sites for elements of the show, like for the band Driveshaft.