The ‘Must List’ app from Entertainment Weekly will feature an ad for ABC’s Once Upon a Time letting users read the show’s pilot script from within the app. It allows users to read the show’s pilot script from within the app before it debuts this Sunday.

The ad is capitalizing on a rising social TV trend seeking to combine viewing and social interaction as viewers want to deepen their engagement with shows. ABC did something similar last month, when it offered the pilot of Revenge for free as a script download on Kindle.

EW and i.TV have also also introduced Viewer, an interactive platform that lets people discuss TV shows while they’re watching them. EW also launched a program with GetGlue, encouraging viewers to check in to shows on the entertainment social network, also granting viewers who check in discounts at the Gap, which sponsored the program.

“We have the TV fanatic who comes to Entertainment Weekly to get information on all their shows,” said Karin Tracy, publisher of EW. “Any way we can enhance that experience, they really embrace in a big way.”

Source: AdWeek