What's the Deal with All the Multi-platform Approaches?

I just finished reading an article on www.mediabuyerplanner.com in which they rip apart the validity of multi-platform approaches in certain instances. They claim that for a multi-media platform approach to work, the different media vehicles must play a supporting role, versus being "the meat," of a specific initiative. If a television initiative is the main focus, then said TV initiative must be successful in its own right before any other platform is added; supporting platforms are only a megaphone which to amplify the primary media's voice, but are not the voice itself. Most advertisers confuse the two.

What's the point of offering advertisers Internet and promotional agencies, if no one has heard (or watched) the show in question? I can definitely see the benefit for the network, but I don't quite understand the benefit to the advertiser.

But there are good uses for multi-media platforms, right?

I'm the first to admit I am biased; I like the show "the Office." It is because of this that I believe "The Office" has perfected the art of multi-media platform optimization. I love the way they integrated the TV platform with the Internet "webisodes," with the "Dwight blog," with the cast PSAs, with "submit a picture of your office" promo, with the bulletin feature. They constantly run web driver spots before, during, and after the show in order to draw people to their website and its components. The website, in fact, drives people back to the show, while strengthening the brand by engaging the consumer on so many different levels with its various components (writing about them all would simply take an eternity, so just take my word).

I'm addicted.

I have illegally downloaded all of the 3^rd season episodes which I will definitely buy once given the option. I am a mega-fan. I love the Office. I'm engaged. They've engaged me.

That's what multi-media platforms are supposed to do; touch you in ways you don't want to admit you want to be touched; they meet you half way, then take you out for dinner, then trick you into a midnight stroll, and before you know it, you're up until 3am, looking for your other shoe in a bush, half drunk, trying to find your way back home, and wondering all along where you got that cigarette burn, and that Tweety Bird tattoo on your arm. But I digress. Multi-media platforms are supposed to be seamless, and are to be used in complimentary situations. Overuse may lead to waste, and in this day-in-age, any good media planner/buyer knows over-saturation is like wearing white after labor day; an unspeakable media-sin.

Agree or disagree?