Trailblazing
series, Generations, is transforming the television landscape with a new online
initiative!
Johannesburg
- Africa's biggest television program has unveiled a world-first.
The
South African Broadcasting Corporation and its flagship daily drama Generations
(daily on SABC l at 8pm, repeats at 9AM, and 10:30AM on SABC3) is breaking new
ground in how viewers can access content. Generations have unveiled an extended
storytelling format on a new media-platform. The story will no longer be
limited to 30-minute episodes - it will continue throughout the day.
Mfundi
Vundla, the Executive Producer of Generations says: "Lightning fast developments
in the technology conveying television content has changed viewing patterns.
People do not want to be restricted to getting their favourite shows for a
limited period of time or at a certain time of day. They want the story to live
on, and they want to get more from their favourite characters. This new format gives
our viewers and fans out there what they want."
The online story is available
between episodes, throughout the day, on www.generations.co.za. Exclusive content
is in the form of character thoughts and text messages between the characters.
Users also have access to Generations-based polls, competitions, and exclusive
downloads, which are all relevant to and part of current story-lines.
Additionally, users can share their views on the story and its characters by posting comments in a public
conversation with other Generations fans and followers. Moreover, they can
create social connections with others and build their own list of people they
would like to hear from.
The platform used by the SABC for
Generations is called Wezwa, and this level of integration between a social
medium and a TV-broadcaster's content is a world-first. This type of digital
extension of a media property is called Transmedia, and is part of a worldwide
phenomenon called Social TV - a general term for communication and social
interaction in either the context of watching television, or related to TV content.
"People want to get closer
to the show. This new platform makes that possible. It overcomes the time and
situational limitations of television by extending the story world - literally
bringing the story to life outside of the half-hour TV broadcast," says
Bongi Ndaba, Generations Head Writer and the show's co-producer. "The
Internet is the medium of the future, and it gives users the power to enjoy the
drama, suspense, and intrigue from anywhere.
Africa's Internet usage happens
predominantly on mobile devices, and we are proud to be innovating in an
African context instead of waiting to copy the developed world," she
added. The online initiative is available for free - users only have to pay
data costs - and it can be accessed from any internet-enabled cell phone or
device.
It benefits the producer as well
as the broadcaster. "When it comes to local content and telling local
stories, SABC TV has always been a trailblazer, we are proud to be in partnership
with the production company to push the boundaries of innovation once
again" commented Leo Manne, General Manager of Channels for SABC TV.
"We are excited to be the first to launch such an initiative. We see this
as becoming the benchmark for the industry," he concluded.
The Generations site can be found
by going to www.generations.co.za.
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