The producers and other creative people behind the hit ABC show Lost so completely get the ideas and concepts behind communal marketing and viewer outreach it almost makes me want to cry. What they comprehend is that despite the fact that the show airs on television, that is not the only media outlet used by their audience. If you're into your new Video iPod you can watch the show on that device via iTunes. If you are a podcast junkie then you can find one for the show on ABC's website. If you are getting into watching video on your cellphone then Verizon will help you get a fix with a series of original "Lost Video Diaries" about characters who were on the plane but not on the show.

While cross-promotion and licensed merchandise are certainly not new concepts, it's this embrace of creating content that is expands the universe the show creates in new and innovative ways that appeals to me. They no their viewers do more than just watch TV, so why not extend the Lost brand to those other media in an effort to keep the show in front of as many eyeballs for as much of the day as possible? That's good and innovative marketing.