P&G has long been acknowledged as the leader in trying new things from a marketing standpoint, and their new soap opera is a great case in point -- running online and via cell phones, aimed at an audience that increasingly is shifting from TV to other devices. Good move.
An even better move is the setting -- someone starting out in PR, albeit in L.A. Way better would've been the Pacific Northwest, where they would've had to worry less about lawsuits about overbilling. I'm here to tell you, the life of PR is filled with the kind of drama and intrigue that makes for great TV (regardless of the medium). Parties, long lunches, creative, good-looking people in close quarters (love the cubes, eh), good causes, the ongoing battle between good and evil.
I've registered for the movie, book and TV rights for Waggener Edstrom Worldwide, 1997-2007, just as a precautionary measure. ;)