The rise of digital media has not only affected how TV networks deliver their content but also how they market that content, writes MediaWeek. It cites several examples. HBO, for one, is promoting Entourage's third season by allowing fans to interact with character Ari Gold online.

CBS, for another, has partnered with AOL and Mark Burnett for the web-based treasure hunt Gold Rush; the clues for the hunt will be in CBS TV programs and ads.

And FX is promoting the second-season of It's Always Sunny in Philadelphia with an online contest for users, asking them to submit filmed comedy ideas.