Consider the strategic alliance between the Syfy Cable Network and Trion Worlds to jointly create a simultaneous TV show and associated video game. Both the show and video game are focused on Syfy’s new TV series, “Defiance,” “about aliens who came to Earth and their pickly relationship with the current inhabitants.” Because of the newness and difficulty of coordinating strategies between the partners involved, there were many hurdles in forming the project. There was disagreement about how to finance and market the project as well as the timing to launch. Many cable channels now have their own popular and critically well-regarded TV programming, such as AMC’s “Mad Men” and HBO’s “Game of Thrones” (among many possible examples). Likewise, Amazon.com and Netflix are in the process of producing original show. Syfy is owned by NBCUniversal, which is majority owned by Comcast, a large cable television service provider. Each week as fans watch the “Defiance” one-hour drama, they can participate in the video game and pursue elements of what happened in the plot. The video game has attracted one million registered users since it went live on April 2, 2012. The joint project has gained advertisers such as Fiat-Chrysler through its Dodge branded products. Many Dodge products are scattered throughout the Syfy and Trion show and game platforms. Although this is an interesting innovation, it is a risky gamble because the network has spent $40M on the show’s first season and has agreed to cover half of the game’s $70M production costs. One analyst suggested, however, that if it is successful, it could alter the way that Comcast and other media producers develop entertainment on multiple platforms.”