Teen soap Hollyoaks is launching an online drama which will feature on the Channel 4 show and run on the website.
Characters in the C4 soap will be seen talking about new comedy-drama Runners and watching clips on the internet... Runners will be filmed in London and will include sequences shot at key showbusiness events such as the Brit Awards.
That's not a soap opera, that's a full-on mess-with-the-viewers'-entire-sense-of-reality! It was weird enough when the real Andrew Lloyd Weber was on it auditioning a fictional girl called Summer for a part in the Sound of Music who then appeared in the Sound of Music ONLY SHE WAS REAL!
Presumably next step is to have Hollyoaks characters break off mid-scene and stare straight into the camera making scathing comments about actual things actual viewers are actually doing at home while watching Hollyoaks... which, let's face it, would be brilliant, but probably only suitable for the late-night "In The City" version.