Broadcasters around globe offering viewers a chance to solve a worldwide mystery based on popular television show.
LONDON (Reuters) - More than 20 broadcasters around the world are uniting to run an interactive game based on the hit television series "Lost," planting clues on different media formats to help solve a cryptic worldwide mystery.
The marketing initiative, announced Wednesday, is a fresh example of how television producers are seeking new ways to take advantage of the selling power of their most popular programs by engaging fans whose media consumption habits are evolving.
"Cutting edge technology has vaulted us into a new era," said Steve McPherson, the president of ABC Entertainment, a part of the network behind "Lost."
"Audiences are demanding greater depth of content and more creative ways of storytelling," he added.
The first clues for the "Lost Experience," as the game is known, will be shown May 2 during the program's broadcast on Britain's Channel 4, May 3 on ABC and May 4 on Australia's Seven Network. Singapore's Channel 5 and Star India are among the others participating.