ABC Social: Play in our sandbox

"ABC Social: Episode Commentary is a new ABC Full Episode Player feature offering unique insight directly from show experts and fans, creating a more informative and entertaining viewing experience."

Spoiling is now officially sanctioned and virtually embedded into a show's on-line presence.

Here is a media company embracing collective intelligence and participatory fan engagement, viral marketing strategies employing social networking, and affective marketing strategies designed to enhance the emotional commitment of fans across multiple platforms.

Fans say  "Why go to fan forums when you can now spoil within the sandbox provided by ABC?"
Producers say "Why let the viewers go play elsewhere when we can build them our own sandbox (and target them with our ads)?"