Treffer: Marrying creativity and interactivity.

The article focuses on the fundamental of creative process of interactive online shows. The author perceives that it did not change despite the advent of interactivity. He instead described that it is the result of an active viewing experience. He discusses that whether the show is online in part or its entirety, it allows the viewer to remain immersed in the world that is created for them, taking them as far beyond the video content itself.