Steinar Svalesen

The producers of "All My Children" were looking to add an interactive element that would allow fans to contribute to their popular daytime drama. The pioneering integration of premium wireless text messaging with television programming demonstrated the untapped market for premium text-messaging services - 2.5 million text and online votes were cast! ABC Daytime had been interacting online with its loyal soap opera fans through message boards, polls, and chats that give their viewers direct access to the actors. ABC Daytime created a new revenue stream for its media properties with "Shop the Soaps," where fans shop for the styles worn by their favorite ABC Daytime stars. It's considered to be the first fully integrated crossmedia shopping program on network television. I... (more)