INPUT / … / … / Test Tube Programming – From Internet to Television

Why invest in an expensive television production before you know it will work? The Web is providing new opportunities for broadcasters to conduct research and development, reach a younger audience and create a large fan base before a programme ever makes it to TV. But how do you make sure your online experiment finds an audience? Can users become viewers without interactivity or can the interactive aspects of the internet translate into a television programme? Learn the strategies that broadcasters are using to bring the computer generation back to TV. Some questions we will ask during the session: How do you bring digital natives to TV when the TV does not talk back? How do we protect underage users when we create an online community for them? How do we create new online communities? Does experimenting with new formats on the Web cost less than traditional TV productions? How can you brand your content on the web? How do you launch a documentary on social media?