This article explores the communicative work of Superlive, a Swedish sports webcast football show, as an appearing kind of web-based media format called Web-TV. In this ‘post-broadcasting era’ producers are looking for novel modes of reaching audiences via producing novel kinds of audience address. Via partakers' fostering of an interactional style typified by informality and spontaneity, this show situates itself as offstage to the conventional airing kinds. As a result, this discursive space encloses an interactional orientation to “co-presence” with the audience.