Aleks Krotoski on adapting linear broadcast media for online audiences:

The online audience also wants a good yarn, but in addition they want to be part of the experience that gives them the sense that they’re the hero, that they are inherently involved in the story arc. They want their interests and beliefs to have an impact on what happens, they want to share this with their friends, and to be part of the group. In short, the digital media audience consumes its output to create a universe in which they are at the centre.