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In this TV series,
viewers have a say


They're invited to help develop plotlines

May 31, 2006

In the otherwise forgettable "1984," the 1984 movie of George Orwell's famous futuristic novel, a family is seen in front of a TV screen playing along with a game show, actually participating. At the time the scene seemed as improbable as the scary authoritarian world Orwell had created.

That was before the internet and cell phones, of course. Last fall, a group of British television producers applied the notion of interactivity to "DubPlate Drama," a limited-run TV series aimed at the young in which viewers were invited to vote on one or two possible endings for an upcoming episode.

"DubPlate Drama" is returning to British TV, and so is the notion of interactivity. This time, though, users are being invited to actually assist producers in developing the storylines, including the dilemmas faced by the characters in the series.

"Dubplate" follows the story of a girl from the streets as she tries to make it in the music business, and the focus is on the gritty side of urban life. To gain the input of its target audience, the show has linked up with Thesite.org, a youth-oriented internet portal, where it is inviting users to respond to different possible storylines for the series. Their comments and reactions will help the show's writers develop the scripts.

"When you are writing for this audience you want to keep it as real as possible. The responses will help with the depth and texture as the stories develop," explains Sam Conniff, executive producer on "Dubplate Drama" and co-founder of Livity, the marketing agency that developed the show. When the series first aired, back in autumn, it appeared on multiple platforms, including Channel 4, MTV, the Sony PSP and mobile operator 3.

It was a first, says Conniff. "We were reliably informed before that series that this sort of interactive drama had not been achieved before."

So this time they are aiming to take it one step further. They have started a message board on Thesite.org under the heading "Get involved in Dubplate Drama."

Each week, Luke Hyams, who is the writer and director of the show, will post a storyline subject, with the invitation to participate. As Hyams tells site visitors, "We'd like you peeps to talk about the stories you know and the information you'd suggest to handle the situation. From this the plotlines will develop for the final shows, so this is a real chance to affect a major piece of television history."

The first storyline posted involves a character, Warren, who is getting in over his head with drugs. He's moody, in debt and violent.

"What would happen to Warren in the real world next?" asks Hyams on the message board. "Tell us what you think? How should this story play out, what's your experience, what lessons might help others, is there a happy ending... Or in the real world is there no such thing?"

A number of folks have offered their input, weighing in with their thoughts on the drug issue and the way it is portrayed on TV.

Conniff believes that the interactive process will do more than help hone the script in a realistic way. It helps those offering their pointers a sense of ownership. "If they feel a sense of ownership the result is an increased sense of loyalty to that brand," says Conniff.

After the success of the last series, which had six episodes of 15 minutes each, this time the show will have twice as many episodes and each one will be twice as long. It's due out in early 2007.



Heidi Dawley is a staff writer for Media Life.




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