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Mainstream is dead, long live mainstream

Looking at Felicia Day, you’d never guess that this petite redhead from Huntsville, Alabama, represents the single biggest threat to the global television industry. At just 29, this actress turned screenwriter and producer has created a gaming-oriented web series that has been watched more than a ­quarter of a billion times.

Her series, called The Guild, was made on the most shoestring of budgets. Speaking at the South by South West Interactive festival last month, Day chuckled as she recalled pilfering food from another set on which she was working at the time. Shot in her house, using borrowed equipment and her friends as cast members, the show epitomises the DIY spirit of a new generation of independent producers.

In 2007 Day was already a successful actress, with parts in shows such as Buffy the Vampire Slayer and House, when she decided to use the spare time between acting gigs to write and produce her own series. Working from the age-old premise of “write what you know”, Day decided to create a series about online gamers.

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