UK 3G Operator 3 Changes the Face of TV Over Mobile

Europe UK : Mobile media company 3 is leading the development of TV over mobile with the launch of Dubplate Drama‚ the World’s first-ever interactive viewer-led TV programme. In a groundbreaking move, 3 customers will be able to directly influence the plot of Channel 4’s gritty urban music drama by interacting with the programme via their 3G handsets.

Dubplate Drama tells the story of Dionne, a young MC, and her bid to make it in the music industry. Shot in the style of a music video, each 15-minute episode ends with a dramatic moral dilemma on which viewers will be able to vote. 3 customers will be able to vote and submit their views via their handsets. The next episode will then begin with the most popular course of action decided by viewers that responded. This revolutionary level of interactivity has been made possible by 3’s mobile video blogging technology and signals a landmark moment in the development of TV and mobile. The show’s interactive concept was developed by youth marketing group Livity, co-producers of the show, in conjunction with 3.

Graeme Oxby, 3’s marketing director, comments: “Dubplate Drama is truly revolutionary. This is much more than just another way to watch a TV programme – this is where the mobile actually becomes integral to the content of the TV programme by allowing viewers to feed into the development of the plot. Dubplate Drama is a pioneering programme and evidence of a growing convergence of TV and mobile media channels.”

The video blogging technology will allow 3 customers to upload 15 second video clips of themselves shot on their mobiles delivering their feedback on the programme. These video blogs will feature over the six weeks on a mobile micro site as well as the show's website. 3 users will also be able to access extra footage and content from the show, such as extended storylines, Dubplate music downloads and Dionne’s Diary, all of which has been exclusively created for 3’s customers.

Written and directed by filmmaker Luke Hyams, produced by Louis Figgis, with music direction from Justin Stennet, each episode features a number of music cameos from the urban music scene including Shystie, Ms Dynamite, Rodney P, Kelly Le Roc, Skinnyman and Roll Deep.

As well as creating a realistic and compelling drama, Dubplate Drama’s key motivator is to encourage and promote discussion and debate about the many social issues facing young people. Being able to talk about the storylines and characters from the show allows viewers to recontextualise issues they might not otherwise discuss from a personal point of view.

There will be six episodes in total, running over a six-week period on Channel 4, E4 , E4+, MTV Base and MTV UK,. Special edits of each episode will also be available on 3.

The mobile premiere is available exclusively to 3 customers on Saturday 12th November, the terrestrial TV premiere is on C4 just after midnight on Saturday the 12th and the digital TV premiere is on MTV Base on Sunday 13th. The show then repeats across MTV UK, Channel 4, E4, E4+.

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