Written by Özlem Tunçil
Posted Thursday, 22 January, 2009 at 7:55 PM
Proper Messy launching on BBC Switch
BBC Switch’s long-term strategy to reach its teen viewers via mobile finally goes public later this month with the launch of interactive drama series Proper Messy.
The programme debuts on 24 January (distributed via the BBC Switch site, BBC 2, mobiles and Bebo) after being developed under a three-show R&D deal with Conker Media, the digital arm of Hollyoaks producer Lime Pictures.
The weekly series, aimed at 13-17s, runs for six, 90-second episodes and lets viewers take part in a story about teens Jake, Imogen and friends organising a school Valentine's Day Ball.
Switch is inviting 2,500 teens into the service, run by Mobile Interactive Group, to follow either Jake or Imogen. “If their texts stir you into action, you can reply and your comments could influence the decisions they make.” The free SMS will include text, pictures and video.
This approach to interactivity fits well with the preference of head of Switch Geoff Goodwin for formats that make the users feel closer to the characters, rather than formats that encourage direct manipulation of the storytelling.
It’s also a great deal simpler, and arguably more accessible, than the Switch series To Be Continued... which is based on teens actually writing, acting and editing original episodes as part of a story begun by Switch.
Significantly, the BBC is not the only organisation backing mobile drama to reach out to teens. The COI has launched the drama Thmbnls with the target of aligning condom usage with respect. The COI is also sponsoring entertainment show B-Box on Bebo for its anti-knife crime campaign.
Meanwhile, BBC Switch has switched the distribution of Greek mythology drama series Myths. Apparently meant to premiere online, Myths has gone straight to TV on BBC2, and also online via iPlayer. The six short episodes, made by Sir Ridley Scott’s RSA Films, are contemporary interpretations of ancient Greek myths, via a group of teens living in the fictional English village of Delphi.
New BBC 3 webisodes for Gavin and Stacey stars
The BBC’s 360 degree commissioning policy has Gavin and Stacey stars Mat Horne and James Cordon features in six webisodes to accompany their new sketch-show series on BBC Three, offering a candid look behind the scenes of their show, Horne And Corden.
Comments