Best Multiplatform Project Shortlisted
The Great British Property Scandal Tiger Aspect and The Project Factory for Channel 4 The Great British Property Scandal combined an old-fashioned grassroots campaign with an innovative multiplatform approach. The show worked with online democracy specialist My Society to create a robust petition platform that registered more than 100,000 signato- ries, and made its ‘Report an Empty’ tool avail- able on mobile, allowing people to highlight empty homes in their area on the go.
Hippo: Nature’s Wild Feast Tigress Productions and Endemol Digital for Channel 4 Fixed-camera rigs, motion detectors, infra-red cameras, digital microscopes and electronic tracking systems were all deployed in a week- long live stream to
channel4.com, using the online platform to provide a comprehensive illustration of the food chain in action.
Embarrassing Bodies:
Live From The Clinic Maverick Television for Channel 4
I
n a category with close to 30 entries, and in a shortlist dominated by Channel 4, the judges felt that Live
From The Clinic stood out as the strongest entry by some margin. One summed it up neatly: “Live From The Clinic is a landmark event in the history of multiplatform.” It began life as online show Embar-
rassing Bodies Live in 2010 and became Channel 4’s first online project to develop directly into a primetime TV show. Viewers applied through the show’s website to be diagnosed live on the show, and then appeared via webcam for their consultation. The bold way that Skype was placed at
the heart of the show won over the judges, with more than 50% of each show being given over to Skype consultations. The truly multiplatform approach was also impressive: the TV and online content were symbiotic, with editorial fed by the online elements. All contributors applied through the show’s website and could also submit images via mobile. As the shows aired, viewers were encouraged to ‘play along’ using
24 | Broadcast Digital Awards | 22 June 2012
My HealthChecker, which offered 19 tests related to subjects including dys- lexia, OCD, autism and ADHD. A total of 316,000 users registered (growing to 450,000 since TX), taking 3 million tests – a huge, secure data-capture operation that made use of cloud hosting.
‘The bold way Skype was placed at the heart of the show won over the judges’
The practical results of the show are
also impressive. NHS Direct, which was a partner on the project, is now trialling webcam consultations as a way of inter- facing with callers. And working with the NHS, it was possible to calculate the saving to the NHS of each user journey, with My VideoDoctor saving the NHS up to £323,000 during the six-week series. These savings passed £400,000 post TX – many times the initial investment. The series is set to return with more
user-generated content and an improved iPhone version of My HealthChecker.
www.broadcastnow.co.uk
Misfits Clerkenwell Films for E4 Few dramas embrace the multiplatform world as effectively as E4’s Misfits, which used an online-only mini-episode to explain the depar- ture of Nathan, one of the show’s most popular characters. It also ran real-time online Q&As with the characters and produced its first mobile app, the Misfits Community Service game, which allowed users to find and add their real-world friends, share their progress and give each other virtual gifts.
The Only Way Is Essex Lime Pictures/Conker Media for ITV Away from TV ratings, TOWIE’s web numbers are just as impressive. Live web chats after every episode regularly bring in more than 50,000 viewers and the final episode of 2011 received nearly as many tweets per second as The X Factor. Photoshopped pictures gently mocking the cast are posted on the Facebook and Twitter channels during episodes, and trending topics are regularly created and reflected by ITV2’s live continuity.
This Morning ITV Studios, ITV Online and On Demand for ITV This Morning put together an impressive per- formance, including running live interactive polls with Tellybug. Viewers voting on the web- site could watch the results of the topic-of-the- day debate instantly change on screen. It also ran live chats with guests in the This Morning Hub via Coveritlive, and allowed online viewers to take a look around the studio from any angle using a Yellowbird 360-degree camera.
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