At the moment, the "Management of Digital Content Industries” course, James Bennet, a lecturer at the University of London and one of the founders of the BBC's multi-platform use, spoke about the role of national television and the possibilities of using cross-media channels.
As an artist, he defined multiplatform as television based when talking about the use of different platforms, i.e. the use of multi-platforms, television is always in an important place.
In the early 2000s, Channel4 brought it to the UK screen BigBrother series, which had its own website, where you could follow the participants 24 hours a day, sympathize with them and comment on them. The website became the most viewed in Europe for a while!
The BBC responded with a strong announcement that in the future each of their programs will be connected to the use of multiplatforms, each program will get its own interactive website and many other solutions. The BBC website quickly became the most viewed in the UK and remains so today Inside the TOP10.
In 2008, the media mogul raised Rupert Murdoch (did not know that one of his wives was of Estonian origin) et al., the question of why national television spends rather large sums of money on a non-purpose basis, because creating interactive solutions etc. was not exactly the cheapest fun, and it was questionable how they are related to national television's goals. As a result, all online funding was taken away from the BBC.
The era began in 2009 - "I get the web". At that time, YouTube only allowed clips of up to 10 minutes, and the BBC started with its I-Player, i.e. TV content was shared on the Internet through its player. The topic now seemed much easier and more understandable to TV producers as well...
However, it was soon understood that the internet needs different content and approach than the TV screen. At the same time, with the availability of technical capabilities and knowledge, the BBC is today one of the most successful users of mobile platforms in the world.
The role of national television?
One survey carried out, from BBC management to grassroots operators, provided a summary answer to the question of the national broadcaster's role in society, which could be summed up as to change what happens outside the television screen in an inspiring and informative way.
Example: FishFight
More than half of the unsuitable fish cargo was returned dead to the North Sea, because it was not allowed or too expensive to bring them to Europe. The TV show collected over 790,000 signatures on a petition to end this situation, but was only able to do so by using non-TV channels.
A show with a bold and controversial approach that the website reached to 1.2 million views in the first 36 hours. In addition, the program was on the front covers of yellow pages and on several other platforms.
LandShare
LandShare the project connects landowners and gardening enthusiasts. Without a proper web solution, the TV show would not work and vice versa.
Would this project also be successful in Estonia?
Play-along TV
Several TV games allow playing along at the same time, such as "Who wants to be a millionaire?", "Rahaauk", etc., because people are already playing along in their heads when watching the programs, or offering their own variants. At the same time, it is important to think about WHY to play along and how to integrate the players playing at the same time with the television.
The easiest way is to tell the announcer during the show that men are currently in charge, South Estonia, etc., but it can also be more interactive.
Summary
Cross-media and transmedia solutions on different platforms are often television-based, and although the TV screen still remains lean-back and switch-off into an environment that can turn off the brain, the content on the screen can be further developed on other platforms and allow the viewer to explore the topic in more detail, play along, compete or otherwise contribute to it.
Estonian TV channels are years (and also by a large budget pile) behind solutions similar to the BBC's, but they are also free YouTube has not come very far. More and more stories can be told and developed on other screens and platforms, and it is very possible that of Henry Jenkins the expression "if it doesn't spread - it's dead!” will soon become a part of TV programs as well.
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