Cheeky departure for DECODE in Bell-funded convergence property

A new convergence project from DECODE Entertainment in partnership with the U.K.’s Hat Trick Productions promises to introduce some new tricks to the company’s bag. DECODE, which has become known recently for its young adult and children’s programming, is set to unleash a quirky, cheeky animated comedy on Teletoon in Canada and Channel Four in the U.K., Bromwell High. Along with the show, which marks a departure from its recent tamer fare, DECODE has licensed an interactive component to the British broadcaster. Some components from the show’s digital companion have been licensed to Teletoon. Teletoon’s buy-in to the interactive content has been limited, DECODE VP of interactive Dan Fill says, since the show is a little rough around the edges. While the network does occasionally have more mature content, DECODE found resistance to some aspects of their proposed interactive companion site and content.DECODE is hoping to pull in the same audience as that garnered by South Park with the show, which features three "naughty" schoolgirls. The show has been significantly helped along by Channel Four, including staff at the U.K. network which has been involved with such seminal web projects as Flash Boyfriend. Fill says that while ink on these deals isn’t yet dry, the show’s interactive component is already well along the path of conceptualization. There is already a back story to the interactive component; since the show is set in the "world’s worst school," Fill says it’s only natural that the web site also be the world’s worst - in this case designed by the school’s detention students. The site is being designed as the official school site. Despite plans for a visually atrocious experience, Fill says the content will be as cutting-edge as possible. For example, he says the company is exploring content such as cell phone ring tones and wallpaper, media clips that can be shared on peer-to-peer networks (dubbed Rapid Exchange Media) and a new desktop "buddy" that will engage users with the show whenever they’re using their PCs. There may also be a "collection of inappropriate e-cards - the type you won’t find on Ebay," according to Fill. He notes that much of the technology with respect to such areas new to the company as cell phones has been bought off the shelf, with input coming from Channel Four, which has long developed content for more advanced mobile devices than are available in North America. Fill says, though, that the company has been dabbling with some of these technologies "for a while." The show will be a co-production between DECODE and Hat Trick, with the animation being done by NS-based Collideascope Digital Entertainment. It received production funding from the Bell Broadcast and New Media Fund on March 27, under the project name Streatham Hill. In its application, it was described as an "animated adult comedy series set in an underfunded secondary school in South London. Streatham Hill follows Keisha Marie, Natella and Latrina, three naughty schoolgirls who have a knack for undermining authority and getting away with it." DECODE’s recent successes have been more suitable to Teletoon’s ankle-biting set, including Be The Creature, Franny’s Feet, The Save-Ums!, The Zack files, and Angela Anaconda.

Cheeky departure for DECODE in Bell-funded convergence property

Broadcast | May 28, 2004

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