Gone are the days of just sitting behind a television watching a story unfold.
New technologies such as internet voting and email can control story lines on television and give writers the insight to what the viewers actually want their faviourite charaters to do, instead of commenting to the tv about your characters you now can actually have an impact by submitting your viewpoints to the writers.
New writers might have a view of creating a chapter tree or linked list chapters which viewers can choose which option the main character must follow next. This type of television story telling usually commits to one main character dominating the story and is easier for viewers to follow the newly chaptered story.
What makes it cost effective is that re-runs of the story might cuase a new chapter path for the story to unfold depending on the viewers votes, making the viewer the actual editor of the story.