Transmedia extension: 30 Rock and

RTF 319: Introduction to Digital Media

In the fourth season of the sitcom 30 Rock, NBC (in the world of the show) is taken over by the fictional company Kabletown. The real NBC put up a website for the company, which is accessible through the official page for 30 Rock, and has a prominent banner at the top linking back to the official site. The site itself is quite basic, consisting of just five pages containing images and text.

A large orange banner branding as an extension of 30 Rock. NBC leaves no doubt that is an extension of 30 Rock, with a big orange banner at the top.

The Kabletown story arc is self-reflexive in that it acknowledges the reality of the company producing the television show. At the same time that the episodes involving the Kabletown takeover were airing, Comcast was taking over NBC in real life. Since 30 Rock is a television show about making a television show, it regularly engages…

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