The model is designed to promote and lead viewers to on-air content while simultaneously pushing beyond it to flag complementary original programming for online, mobile and offline consumption.

The online shop is developing the new model in partnership with commercial production companies, and has tapped into an offline creative talent pool that includes animators, writers, TV producers and creative directors. In devising a new model for content extension, Deep Focus envisions complementary and parallel content experiences and alternative forms of storytelling.

"We're also exploring the creation of promotional opportunities with TV networks that could be sold to partners during the TV upfronts," said Ian Schafer, CEO and founder of Brooklyn, N.Y.-based Deep Focus.

For example, the agency might work with a network property like CBS' "The Ghost Whisperer" and its production company to create an original series that jumps off from the TV series offering divergent plot points, characters, scenarios and challenges.

Such content is not envisioned as strictly Web-only, but can be parsed for mobile applications, games, the iPod and video distribution across other forms of media such as outdoor.

"We want to package this [parallel] content not only for our clients but advertisers [in general]. It's companion content," Schafer explained. "We're not telling stories in one dimension anymore. The story gets told across every medium. That's where we need to be headed." It's ironic, given that traditional agencies are clamoring for digital talent.

Currently, Schafer said his shop is in production on four original Web series, including one with Dewars and a cable network, which he declined to name. HBO and Comedy Central are among Deep Focus' stable of entertainment clients.

"We are working with clients to make their offline media interactive," he said. The agency launched a video-based campaign last week for Dewars on the Onion News Network, an outlet for zany Web video. The campaign featured a post-roll spot.

"Dynamically contextually targeted Flash overlay video advertising may end the pre-roll," Schafer said, speaking on an online video panel at the Search Engine Strategies Conference & Expo on Tuesday. Technology vendors like Scan Scout enable ads to be served dynamically over video content.

But as frequently as Deep Focus has partnered with film, TV, and entertainment companies (Schafer formerly worked at Miramax and has a first-look deal with The Weinstein Company), "the perception in Hollywood is that the Web is a second-class citizen," he said, noting how difficult it was working with show-runners and producers of HBO's "Entourage" last season to come up with an original Web promotion featuring Ari Gold (played by Jeremy Piven), interviewing job applicants.

Schafer said agencies and clients need to think harder and smarter about how to get original Web video promoted, distributed and syndicated--whether it's on iTunes, sites like PhotoBucket, blogs, or other vehicles. Promotion and publicity around original content is critical.

This news story is important. I recommend that everyone read it.