Television Keeps a Hand in the Online Game With Serialized Shows

Serialized Web shows are popping up faster than ever, partly as a result of the recent writers' strike. And the television industry, hedging its bets, is heavily involved in the format, even if the most notable results so far -- remember "quarterlife"? -- won't remind anyone of "Seinfeld" or "Lou Grant." Many "original" series on network Web sites are simply marketing tools for television shows. And a look at a few current, more truly original Web series with television connections demonstrates that if you're not packaging "Big Brother" outtakes, it helps to have an independent revenue stream. Nielsen isn't covering these things yet.