The cast of the series "Lost" are seen at the 12th annual Screen Actors Guild Awards in Los Angeles, January 29, 2006. More than 20 broadcasters around the world are uniting to run an interactive game based on the hit TV series "Lost", planting clues on different media formats to help solve a cryptic worldwide mystery. REUTERS/Fred Greaves

LONDON (Reuters) - More than 20 broadcasters around the world are uniting to run an interactive game based on the hit TV series "Lost", planting clues on different media formats to help solve a cryptic worldwide mystery.

The marketing initiative, announced on Wednesday, is a fresh example of how TV producers are seeking new ways to take advantage of the selling power of their most popular programmes by engaging fans whose media consumption habits are evolving.

"Cutting edge technology has vaulted us into a new era," said Steve McPherson, the president of ABC Entertainment, a part of the U.S. network behind "Lost".


"Audiences are demanding greater depth of content and more creative ways of storytelling," he added.

The first clues for the "Lost Experience", as the game is known, will be shown on May 2 during the programme's broadcast on Channel 4, May 3 on ABC and May 4 on Australia's Seven Network. Singapore's Channel 5 and Star India are among the others participating.

The game will follow a parallel storyline not featured in the TV show about a group of castaways marooned on a mysterious island following a plane crash.

It is not dependent, however, on having seen any specific episode because audiences in different countries are not being shown the series at exactly the same time.

MAKE THE CONNECTIONS

The broadcasters gave little indication of the game's objective or how long it would last.

"The experience provides insight to unlock some of the island's secrets for those savvy enough to collect the clues, make the connections and find the answers," they said in a statement.

Added Vicky Powell, a spokeswoman for Channel 4: "It's not about winning a prize, it's an opportunity to raise the level of the programme and sustain interest for viewers."

The game is mainly Internet-based, but the broadcasters suggested that "any and every platform" could contain clues, echoing other marketing efforts that have used e-mail, billboards, phone calls and fake Web sites to tantalise fans.

"It's like a giant, mysterious jigsaw puzzle that will come to life for all the world to solve, whether you are a fan of the TV series or not," said Mike Benson, the senior vice president of marketing for ABC Entertainment.

Dozens of sites already exist, including one for the non-existent Oceanic Airlines (http://www.oceanic-air.com) whose plane crashed on "Lost", though it is often unclear which were created by the show's producers and which are fan-generated.

"Lost" has been the fastest-selling TV series ever for Buena Vista International Television, the distribution arm for Walt Disney Co., which also owns ABC. The programme has been licensed in more than 210 territories.

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