Making viewing experiences more interactive is luring in more viewers and advertisers, according to the study, "WeVision: The Four Steps to Online Media Success," from digital media research company Futurescape. "Digital audiences can be remarkably generous to shows that reach out and involve them. They are prepared to contribute ideas, give practical support and even donate money to production costs," said Futurescape co-founder Özlem Tunçil of the report. "Web TV shows are a laboratory where the hottest innovation is taking place, so it's where to look for the principles of entertaining the new digital audience."

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