From my recent interview with Salvatore Cotogno, Interact Department / Endemol Italy, the definitive confirmation of the presence of two different cross media models in TV Entertainment: a supportive/proactive, and a competitive/defense one. The difference is in the use of the same contents, you see, but also in the dialogue with the audience, in the use of dramatic structures of the narration, in the emotional skills and, of course, in the contract formula with the broadcaster and the mobile/web partner of the project. But we ought to use more, and better, the competitive/defense model, to enpower the interactive dimension of the cross media storytelling, I believe.