Hollywood's latest bid to bring TV online will play out across Twitter, Tumblr, and Instagram

by Casey Newton


A new series called @SummerBreak will appear not on television but across a range of social media platforms. Is this lonelygirl15 all over again?

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"The question is whether viewers will follow a story deliberately fragmented across platforms. Twitter and television have proven to be a happy pairing, but to date social media has served primarily as a place to discuss shows they are already watching. Lonelygirl15, which initially concealed its fictional nature, generated tons of hype but petered out shortly after it was revealed to be scripted, and no YouTube series has become a mainstream hit. Newer social media platforms offer Hollywood appealing new audiences, but whether those viewers will chase content across their fast-moving streams on Tumblr, Twitter, and Instagram remains uncertain."