Jimmy Kimmel Walks Web Tightrope

Before celebrities agree to go on "Jimmy Kimmel Live!" one question regularly pops up—can the ABC late-night host please include them in a viral Web video?

"I get sort of annoyed," Kimmel said with a laugh. Yet the frequent requests are a testament to what may be a new trick in television today. By cultivating a popular presence on YouTube, Kimmel has managed to assemble an audience online while at the same time increasing his viewership on traditional TV, when most other late-night hosts are losing viewers.