Scribes are part of the show's staff and members of the net's online team, and are embedded in the writers' room. From a business standpoint, the Webisodes and other online components are a way to generate ad coin from sponsors and companies trying to reach the 18-34 demo which might not be able to afford or want to take part in an on-air spot.
NBC isn't the only network paying more attention to the online world. ABC's "Grey's Anatomy" has an original Web-only storyline about the Seattle Grace interns, and the recently departed skeins "24" and "Lost" were forward-thinking in offering fans completely new material.
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