That's Convergence

Maybe Jenkins is right about "convergence". Since I haven't absorbed more than what one acquires on the average skim, then he might be saying a lot of good stuff.

But when media people talk about convergence, they usually mean shit like character profiles from a TV show on their network website, or click-to-interact DVD special features. Rarely are they so relevant as Lucas's Star Wars: Clone Wars series, or the famed ARG for the film "AI".

Rarely do we see platform convergence in media that's consumer demanded, rather than Marketing Department-generated. Here's a good example.