IN conversation at MIPTV 2010 in Cannes, Heroes creator Tim Kring discussed the show’s social and multi-media success. “We were under no pressure to monetize the experience,” said Kring, “NBC.com gave us the sandbox to play in.” Another upside of Heroes becoming a ‘trans-media’ experience, Kring said, was that gone were the days of having to waiting two months for Nielsen ratings. “Audience reaction became far more immediate and (our picture of that audience) went from 2D to 3D.” The overwhelming message from Tim Kring in-discussion was that the experience has to be immersive, with the story at the centre. “Not the TV programme at the centre,” (that’s so 20 minutes ago they joked) “but the story at the centre. TV programmers have to start including the audience.” It was pointed out that just three years ago the iPhone didn’t even exist, but it’s growing at such an accelerated rate. “It’s the TV apps that will dominate,” said Kring. Post-MIP of course, TV execs found themselves the centre of their own story as many were stranded in Europe. Social media’s importance to that particular tale became immediately apparent. Some helped others find alternative routes home, some teamed up on epic road trips, others offered moral support and many provided entertaining commentary of their non-travels. A warm welcome home, see you in cyberspace.