Just when we thought we couldn’t pay attention to anything that lasted longer than five seconds at a time, the new TV season returns to remind us that we just may be ready for more. (TV saves the day again!)

That’s right, it seems our waning attention spans aren’t necessarily getting as puny as we thought. Heck, if the content is compelling and interesting enough, we just might be willing enough to sit with it for hours. (House of Cards watch-athon, anyone?)

Like the BBC has recently discovered, “The audience has spoken: They want stories. They’re dying for them. And they will talk about it, binge on it, carry it with them on the bus and to the hairdresser, force it on their friends, tweet, blog, Facebook… and God knows what else. All we have to do is give it to them.”

And if complex character development and tricky subplots work for this medium, maybe marketers can take it as a cue. Like with a six and a half minute whiskey commercial. Or an otherworldly online film experience. Or a weird look into an animated soda factory. Keep your content engaging enough and maybe your message could go from being the interruption to being the main attraction.

Sure, we usually live by the golden rule “K.I.S.S.” (Keep It Simple, Stupid). But if you’ve got the right thing to say at the right time, go ahead and tell your story.

(Just not right now – we’ve got a few seasons of Girls to catch up on.