, THE NORWEgian public broadcasting corporation, Norsk rikskringkasting (NRK), posted the first clip of the show SKAM on P3, its youth website (NRK P3). The transmedia show was a new concept. Clips were posted in "real time"-if the characters were at a party on Tuesday at 11:00 p.m., a short clip of what happened at the party would be posted at 11:00 p.m. on Tuesday. Moreover, posts were not limited to video clips but also included characters' snaps and text messages, and characters had their own social media accounts on sites such as Instagram or YouTube 1 and appeared to actively post to those accounts and reply to each other in real time. Every Friday, the previous week's posts would be gathered in a more traditional, video-based episode, posted to NRK's central streaming site, which provided an overview of the week's posts and occasionally included new material, but these episodes also sometimes left out information that had been shared in other media. Unlike traditional broadcast television, the episodes' lengths varied depending on what information had been shared that week. This new approach to serial media-including characters' digital interactions on the official website as an integral part of the series, as well as using social media sites to deepen the perceived authenticity to real life, or mimesis, of the series (e.g., Andersen and Poulsen; Magnus; Sundet)-resulted in overwhelming popularity. According to NRK, 25,000 viewers accessed the dedicated SKAM website in the