Eastenders online spin-off targeted at 'yoof'

The BBC is to launch an online spin-off of EastEnders in the new year in line with the show's 25th anniversary. EastEnders: E20 will be broadcast online 3 times a week immediately after the main show. Its 6-12 minute long episodes will show Albert Square from a different perspective, focussing on a group of sixth-form students trying to escape from “family problems and crises of their own making."

They say they're going after the Hollyoaks demographic but want to create a feel different to the Channel 4 show + other shows such as Skins. I like that it's storylines will overlap with those of the main show + that the whole thing will be flipped so that we'll see the characters from the main show in the background while this new cast lead the online version.

I also love that the BBC is working with a team of 13 young writers aged 17-22 to create the storylines (chosen through a competition run by the BBC). What a unbelievable opportunity for these kids...and hopefully by doing this, it *might just* mean that its storylines will actually connect with its audience.

You can't deny that this will benefit from a huge existing audience + that EastEnders is a well established brand. But how many young people watch EastEnders by choice*? I'm just not convinced that it being linked to EastEnders is really going to do it for these grumpy** teens who wouldn't want anyone to think they were into the same things as their parents? I get the whole Hollyoaks / Hollyoaks After Hours thing. They're targeting the same audience - with the later show giving the audience a slightly 'naughtier' version of the main show. Got it. Not sure if 'teen version of ya mum's favourite show' is really gonna cut it?! I might be wrong..

* my 17 year old bro has little choice in the matter. Since birth, 7.30pm has always been Mum's slot in the TV viewing schedule. Thank goodness for the internet.

** they're not all grumpy!

Source: Broadcast

Calling all vampire-loving, synthetic blood drinking bloggers!

Err, a slightly bizarre, but very clever campaign that takes product placement to a whole new level. A new show soon to air on HBO in the U.S sees vampires living among humans thanks to the creation of a synthetic blood substitute in Japan. And at the same time a new drink is to launch in the real world called True Blood..you guessed it, a blood substitute from Japan!

Entertainment agency, Campfire discovered that vampire enthusiasts (yes they do exist!) are no strangers to the internet + are in fact keen bloggers. So they shared sneak previews of the script with them to encourage comment + discussion in the various forums + blogs that they frequent - resulting in huge buzz online around the show. The next phase saw a second website launch, along with TV, online + print ads plus experiential activity communicating TruBeverage.com – making the explicit link between the show + the drink. The campaign was a huge success with stores + vending machines across New York + L.A selling out of True Blood. And now this week sees a full True Blood website launch containing episode guides + making the link between show + drink crystal clear. The show itself premiers on HBO on 7th September.