ITV plans to integrate a live Twitter feed with the simulcast of the first episode of the new series of Primeval.
When the first episode of Primeval 3 goes out on March 28th, fans who use Twitter will be able to see each others’ comments on the show, taking part in a mass conversation about the hotly anticipated first episode. All comments about the programme will appear in a window embedded underneath the player.
In another first for the hit show, seven minutes of the first programme will be shown 48 hours before the ITV1 premiere on the broadcaster’s website. The initiatives are part of an online push which also includes Primeval Evolved – a week-by-week interactive adventure on ITV.com, dovetailed with the narrative, where fans can join the ARC and help save the human race.
At the end of each episode fans will be given a glimpse of the interactive drama in a special ‘flexi promo’ (a new type of promo designed to showcase ITV.com content after a programme) and will be supplied with the codeword they need to complete that week’s tasks.
The website www.itv.com/primeval also has extra video featuring the cast and creatures, a Twitter feed, galleries, character bios, behind the scenes clips and a competition to win some great prizes.
Kate Bradshaw, head of online commissioning for ITV.com said: “Fans love to discuss our shows on Twitter so we thought we would make it a more visual experience by making their comments appear alongside the content itself.”
“The level of engagement around our programme brands on Twitter is high and this is a great way to allow the fan community to have their say in a way that is attached to the content.”
She added: “We are increasingly featuring the feeds for our big shows on ITV.com and social media is proving to be a great way of deepening our relationship with fans.”