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16
5 YEARS

AMC launches 'Breaking Bad' Webisodes

Breaking bad2AMC and Sony have launched online minisodes for the Emmy-winningseries "Breaking Bad" as part of a trio of digital extensions topromote the show's upcoming second-season premiere.

The companies are set to unveil five stand-alone shorts 3-5 minutesapiece. The minisodes will debut beginning Tuesday on AMC's siteand Crackle.com.

"Webisodes create different experiences of the series that reachthese multiple audiences in ways that resonate best for them," AMCsenior VP marketing Linda Schupack said.

The minisodes are one of three digital extensions for the drama,which returns March 8. "Walt's Warning," a first-person customizedviral video featuring "Breaking" star Bryan Cranston hosted atWaltswarning.com, will have viewers choose their own adventure asthey interact with Cranston's desperate science teacher-turned-methpeddler.

Also, seven episodes from the series' first season have beencrunched into five- to seven-minute summary videos available onSony's minisode network of online portals including AOL andHulu.

"These digital extensions offer new viewers a nontraditionalopportunity to fall in love with a show that critics have beenraving about, while still appealing to the show's existing fanbase," said Tal Rabinowitz, vp digital development and programmingat Sony Pictures Television.

The original minisodes feature the regular "Breaking" cast andinclude a flashback to Hank's (Dean Norris) pre-wedding jitters;Walt panicking when he realizes his wife has sold their vacuumcleaner, which houses his drug earnings; and a behind-the-sceneslook at Jesse's (Aaron Paul) music video with his band.