Television is no longer a passive, appointment experience.  Television shows are multidimensional brands of which the actual 30-minute or hour-long show is only one component.  Brands engage consumers in different ways at different times of day and under different circumstances. 

Homestar Runner made merhcandizing entertainment, ZeFrank created a community of devout sportsracers, iChannel and It’s All in Your Hands brought the audience in on the creative process. Even HBO’s characters picked up video blogging.

But it can be much simpler.  This (extra) segment from a recent episode of The Office says a lot, I think.  A few simple clippings from the cutting room floor become a snack, a preview, a lure…

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