The document discusses the relationship between media companies and fans, using the TV show Glee and its presence on Twitter as an example. It notes that Glee fans heavily use Twitter through accounts for the actors, producers and characters to share information about the show. During live broadcasts, tens of thousands of tweets with the #Glee tag are sent, and fans interact with each other, illustrating a new dynamic where media companies see fans' passion as an opportunity rather than a threat.