Get a clue!
Newsflash. The media content and distribution world is tipping and many are having a tough time getting their arms around it.
Prediction: You're going to see more experimenting like this in entertainment, sports, and politics as a way to introduce and create buzz around a newcomer.
Enter Lonelygirl15, the YouTube phenom with 500K hits PER DAY, and, well, folks take notice. Controversey ensues, around the production quality, the *script*, etc. Here's the NYT explaining.
"The woman who plays Lonelygirl15 on the video-sharing site YouTube.com has been identified as Jessica Rose, a 20-ish resident of New Zealand and Los Angeles and a graduate of the New York Film Academy. And the whole project appears to be the early serialized version of what eventually will become a movie."