On April 27 a TimeWarner press release:

Turner Broadcasting System, Inc. (TBS, Inc.), a Time Warner company, today unveiled GameTap, a first-of-its-kind broadband entertainment network that offers games-on-demand plus original programming via a broadband connected PC.

Game Tap will not only be an outlet for post-retail games but it will progress the life of what Klastrup and Tosca term ‘transmedial worlds’ (see my polymorphic narrative site for further details). See how Andrew T. Heller, president of domestic distribution for TBS, Inc. describes the process:

With GameTap, we are bringing to games what we brought to cable television: compelling, branded environments where beloved properties live on.