This document discusses how participatory fandom and Web 2.0 have changed the relationship between TV viewers and TV shows. It explores how fandom used to be through amateur press associations but is now easier through accessibility of Web 2.0, allowing fans to participate beyond just watching TV and turning TV shows into broader brands. This participatory fandom has implications for transmedia storytelling and how Hollywood produces content, though there is a question of whether too much participation could undermine the experience of watching TV.