PR and marketing
Great coverage for our client @www! Justin Buckwell has a full- page interview in Mediaweek.
Catriona Pollard - Tuesday, March 30, 2010
Media Release: ‘Goa Hippy Tribe’ online TV documentary launched on Facebook
Catriona Pollard - Friday, March 12, 2010
The innovative online TV documentary series, ‘Goa Hippy Tribe’ has been launched using only Facebook as the media platform.
The documentary series has been a joint project by multiplatform strategy and branded content agency, Dubz.tv; TV production company, Freehand Television/Being Films; Australian broadcaster, SBS; and it is supported by Screen Australia’s Innovation Fund and Screen NSW.
The project follows a young Australian film maker, Darius Devas as he travels back to Goa, India to document the unique reunion of old friends who were part of the Goa hippy mecca of the 1970’s.
Devas has interviewed key personalities central to the story and will release a series of video vignettes through Facebook on a regular basis throughout March and April.
Dubz.tv creative head, Justin Buckwell said that Dubz.tv was brought on board to drive the digital strategy and audience experience behind the process.
“This project is using a new way of storytelling that is taking broadcast into environments where it has never been tested before.”
“Traditionally in the lead up to creating a documentary there would be a research and interview process that would never be released to audiences. What we are looking to achieve with the Goa Hippy Tribe is allowing people to experience and become part of the whole documentary process.”
Freehand TV Executive producer, Paul Rudd said, “It’s very exciting to find a new way to tell an incredible story like Goa Hippy Tribe. Through the use of digital it is our hope that the build up of interaction will ensure the Facebook audience will feel a greater sense of community and involvement with the documentary than they would otherwise feel from simply watching on the television.”
Head of Online at SBS, Marshall Heald said, “SBS is currently experimenting with social programming and social marketing. In the fragmenting media environment its going to be increasingly important for broadcasters like SBS to reach out to audiences where they exist and push content to them rather than waiting for them to turn on the TV and come to us. The interaction on the Facebook page so far indicates that the project will be a great success.”
Justin Buckwell said “Facebook allows audiences to become involved in group discussions surrounding the whole process helping to influence the shape of the documentary.”
“This approach is turning the documentary from passive into an active experience, helping to build an increased community with the audience.”
“The aim is to deliver the full documentary over Facebook, with a total of 13 episodes to be released every three to four days that run for approximately four minutes,” said Mr Buckwell.
See how the series unfolds http://www.facebook.com/goahippytribe
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Dubz.tv as part of the @www Digital group draws on over 14 years of experience working internationally in collaboration with broadcasters, content producers and brands to create big ideas that inspire conversation and stories that generate buzz and excitement online.
Dubz.tv is managed and staffed by a creative team skilled in developing new ways of presenting and distributing engaging broadband websites, online video & social media programming.
Dubz.tv is a team of specialist staff in Sydney and London with backgrounds from TV commissioning, network advertising agencies, broadband entertainment, mobile technology, social media and UX Architecture. Clients include BBC, FremantleMedia, Endemol and ITV.
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