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Fallon, himself an active Twitter user, surely understands that clips referencing web phenomena have the potential to go viral online, with a much longer lifespan than the live show. But for both Britain's Got Talent and Late Night, the web is still seen as a marketing channel for the main event, despite the fact that Boyle's viewing figures on TV were many magnitudes lower than on the web. It's hardly far-fetched to assume that the web will soon become the launchpad for new shows, rather than a secondary marketing channel.