Hello, I'm Mike Prasad.

With the goal of making Twitter a “canvas for creative people,” Sladden constantly brings the issue back to the question of “storytelling”—how to create a narrative that engages users beyond passive viewing on the flat screen. On Glee, characters tweet commentary. On the Syfy network, programs use Twitter to trace alternate story lines. The NBC series Community has experimented with characters tweeting in their own voice while the show is being aired. “One of our best rules is, can we see an example of it out there already, or is there someone who will come and do it with us,” she says. “What’s so special about Twitter is that it’s essentially collaborative.