This document discusses strategies for integrating TV and mobile platforms to enhance storytelling experiences. It provides an example promotion for a TV show called "Wil Time Big Time" that allowed viewers to engage with the show via SMS even if they were not watching. This increased viewer participation, with the show receiving over 1.5 million unique SMS messages. The document advocates for using multiple platforms to provide additional context and perspectives beyond TV alone, as well as creating complementary content and experiences for audiences across lifestyle, music, and other areas.