I think the American Idol innovative audition partnership with Nfusz is just the beginning with American Idol, Disney and ABC.
Does everyone remember this interview with Rita Ferro, Executive Vice President, Disney Media Sales and Marketing at The Walt Disney Company? "We are thinking about ‘Idol’ a different way,” said Rita Ferro, president of ad sales for Disney/ABC Television Group .. driven by social involvement"
ABC is pitching advertisers to attach themselves to video related to “Idol” that is distributed digitally and also to capture new kinds of commercials that can be beamed to fans armed with mobile screens.
ABC will seek ad partners who will consider new ways to reach a “community”
This is simply the starting point IMO.