‘Entertainment Weekly,’ ABC Get Social

Ad taps into interactive TV trend

Users of Entertainment Weekly’s Must List app will be able to click on an ad for ABC-TV’s Once Upon a Time to read the show’s pilot script from within the app. The show premieres Sunday, and the ad will be on the app until Oct. 31.

The ad is seizing on the social TV trend, which combines viewing and social interaction as viewers try to deepen their engagement with shows.

ABC did something similar last month, when it offered the pilot of Revenge for free as a script download on Kindle.

In trying to stay current, EW, along with i.TV, also introduced Viewer, an interactive platform that lets people discuss TV shows with others while they watch. EW parent Time Inc. is looking at expanding the Viewer to other magazines it owns.

EW also launched a program with GetGlue, which encouraged viewers to check in to shows on the entertainment social network. By checking in, viewers could get discounts at the Gap, which sponsored the program.

"We have the TV fanatic who comes to Entertainment Weekly to get information on all their shows," said Karin Tracy, publisher of EW. "Any way we can enhance that experience, they really embrace in a big way."