Another mobile TV show aimed at teens, this time from the BBC

BBC Switch, the broadcasters teen brand, is releasing an interactive TV drama in a major mobile trial.  “Proper Messy” will be broadcast over the mobile web, as well as Bebo and BBC 2.

The series will be interactive through mobile texts, with the BBC wanting 5,000 teens to sign up for the service. Subscribers will receive real-time SMS messages, images and videos on their mobiles, sent from the main characters. Their responses will be incorporated into future episodes.

The weekly series, produced by Conker Media, will feature teenagers Jake, Imogen and their group of friends in the lead-up to a Valentine’s Day Ball. The 90-second episodes will run for six episodes from 24 January

From the release:

Geoffrey Goodwin, head of BBC Switch, said the interactive series was being used to test viewers’ mobile TV habits. “It’s designed to explore and innovate in the mobile space. We want to drive a wider mobile viewing experience. Teenagers are compulsive users of mobile and the technology has changed immensely in the last two years.”

What we think?

“Free drama on your mobile where YOU can effect the story line. Sign up now!” – so goes the tagline on the BBC Switch website. This is an idea whose time has come, as shown by other shows of the same kind. It just seems that a huge amount of resources are going into mobile TV before there’s any real proof that it will work right now.

It’s good to see the BBC testing the water like this. With only 6 90-second episodes going out, this is just a tester to see if the concept works. If this goes well, I imagine we’ll see a much bigger mobile TV effort from the BBC in the near future.

About Cian O' Sullivan

Ace reporter, Cian, has moved on from GoMo News. He is currently the office manager for Photocall Ireland - Ireland's premier news and PR photography agency. You can check out the site at If you want to contact him directly about anything, Cian's new email is cian at photocallireland dot com.
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