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any other terrestrial broadcaster, C4 is actively seeking to gather as much information as possible about its viewers to bolster both its advertising and editorial prop- osition. Overseeing a dedicated senior team, Whitehead’s practi- cal projects have included requir- ing 4oD users to create personal accounts, launching the Digital Scrapbook clipboard and closely monitoring social media around C4 shows. This week’s launch of channel 4Seven will also be influ- enced by social media activity.


Live but McDonnell is not one to rest on his laurels, stepping things up with The Bank Job, which recruited potential contestants entirely through its head-to-head game. Playalong for pre-recorded TV is now on his radar.


7 Paul Bennun


Chief creative officer, Somethin’ Else


6 Tom McDonnell


Commercial director, Monterosa


Usually the biggest challenge facing second-screen platform providers is generating users, but Tom McDonnell is more worried about managing the volume of traffic secured by his services. Monterosa has been the envy of other providers, securing deals with broadcasters including ITV, Channel 4 and UKTV, and producers such as ITV Studios, Remarkable and Twofour. The business arguably broke through via C4’s The Million Pound Drop


A virtual ‘soap opera improvised by robots’ and an audio-only iPhone game are among the brainwaves of the multiplatform production company’s chief creative officer. Beyond the more forward-thinking projects, Paul Bennun also has plans to expand the reach of ITV soap Emmerdale into social media. One strength is applying the know-how of the business outside of its TV, gaming and radio heartland, with an impressively rich and inter- active iPad app for Richard Dawkins’ book The Magic Of Reality. A combination of lateral thinking and innate usability has ensured the projects that Bennun conceives or oversees deliver impressive results for a range of clients.


8 Anthony Rose


Co-founder and chief technology officer, Zeebox


Anthony Rose, the former BBC exec behind iPlayer, is determined to do for second screen what he did with VoD: make it a mainstream proposition. Online and mobile app Zeebox (above) aggregates tweets about live TV shows and merges them with additional rich content. Sky snapped up 10% of the business in January, just three months after its launch, and is keen to integrate it with its exist- ing apps. A real visionary who marries an understanding of audience behaviour with techni- cal know-how, Rose will hope to have a significant impact on the nation’s viewing habits.


face to face. The former executive producer for BBC current affairs has previously launched daytime brand Rip Off Britain and edited Newsround and the ongoing Bite- size series. Rocks is credited with boosting the BBC’s web offerings to children and parents. A raft of online games have followed at BBC Learning, along with cross- platform shorts such as L8R Youngers. The results of her efforts to create more joined-up offerings rather than standalone projects should prove interesting.


10 Tony Ageh


BBC controller of archive development


9 Sinead Rocks


Creative director, BBC Learning


The Magic Of Reality: impressibly rich app by Somethin’ Else www.broadcastnow.co.uk


Sinead Rocks leads 200 staff operating across BBC platforms including TV, online, radio and


John Peel’s record collection and dance performances from disabled breakdancers are among the resources at Tony Ageh’s dis- posal as he seeks to help people experience the arts cross-plat- form. Full performances, live events, rare archive and inter- active collections are among the content featured as part of the Space, an ongoing partnership between the BBC and Arts Council England. Plans in devel- opment include the online rebirth of the BBC Radiophonic Work- shop. Curating this cross-cultural archive, Ageh is drawing on all of his expertise of helping to create the iPlayer.


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