It used to be that our most sophisticated marketing archetypes, movies studios, were supported by massive amounts of media and marketing and a few key instore promos.  The paradign has changed and Heroes has led the way.  Tim Kring the creator of Heroes notes that the idea of broadcast will soon dimish (take note TV marketers).  What has emerged is the mashup term “transmedia” or better explained a serious expansion of the narrative.  Heroes goes beyond the network TV show to novels, games, broadband, DVD rental, Web sites, comics, online communities, blogs, mobile, etc.  The idea is the viewer, reader, consumer however characterized can follow the brand story across multiple platforms constantly exploring the ever expanding narrative.