TV Broadcasters Provide New Ways to Waste Time

This week, the Sci Fi Channel series “Battlestar Gallactica” (a re-imagining of the schlocky and fun sensation from the ‘70s) began posting short, online episodes (“webisodes”) here, leading up to the series’ season premier on Oct. 6. In this case, Sci Fi execs are hoping to draw new viewers into the show’s new season, even if they haven’t been following the complicated storyline.

We wonder how many people who’ve never watched an episode on TV will actually find their way to the website and watch these abbreviated plot-movers. More likely, fans will use the webisodes to tide them over until the season begins.

The strategy of feeding viewers bite-sized pieces of original content is being adopted in some creative ways. NBC has been posting webisodes of its hit comedy series “The Office,” along with outtakes, deleted scenes and highlights from broadcast episodes. It’s a treasure trove for anyone who’s addicted to that feeling of not knowing whether to cringe or laugh, which “The Office” provides in surfeit.

And the labyrinthine series “LOST” has been providing gems for its acolytes all summer long. Not only does the net provide full-length episodes (free for a few months last spring) and other extras (like an official podcast, a character’s diary, and even excerpts from a novel published by Hyperion and “written” by one of the passengers who died on the doomed Oceanic Flight 815), but it has launched several unbranded websites based on the mythology behind the show, providing clues and revelations about the nature of the mysterious island.

Enhancing the viewer experience with web content isn’t limited to fiction (insert cynical comment here about network news’ grip on reality). Katie Couric’s feted defection to CBS is being supported by her new home in several ways, including a dedicated website, complete with blog.

You can also catch her broadcasts online.

As TV producers and their teams of creatives  find new ways to cross-germinate web and TV audiences, and the television itself becomes a two-way portal, rather than a monolithic delivery device, we’ll have a myriad of new ways to become addicted to our favorite TV personalities. Of course, with every new avenue of viewer interaction, broadcasters will pummel us with their marketing messages as well. As long as we’re entertained, who cares? At least that seems to be the plan.