How content companies stand to profit from breaking programming into smaller pieces.
by Erick Schonfeld, Business 2.0 Magazine editor-at-large
After all, Samberg was discovered by SNL producers who saw his comedy sketches on TheLonelyIsland.com -- a website he started with two friends (who also got hired by the show). So it was fitting that his career really took off in December, when a spoof featuring Samberg and SNL co-star Chris Parnell rapping "The Chronic(What?)cles of Narnia!" was posted by a fan on the video-sharing site YouTube.com. It has since been downloaded more than 5 million times.
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